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Naya season, yellow aur “Basantah” ke sang!

After a long however many months in quarantine (we’ve lost count), the last thing you’d want to do come springtime is to wear head-to-toe dark colors.

Luckily, that won't be on the menu on our website thanks to JOVI’s new “Basantah” collection which has soothing yellows and floral prints, which evoke hope and optimism to mark the start of the Spring season for 2024. These minimalistic, everyday wear in cotton and Mulmul add great freshness to your summer wardrobe. The best part: prices start as low as Rs. 1,500!

Lo and behold, yellow is trending on the fashion radar: The 2024 color trend predictions from  Pantone Color Institute and Shutterstock also revealed  Illuminating — a bright yellow hue — and Ultimate Gray as its 2021 Colors of the Year, both being synonymous with unity, stability, and hope.


Bringing into the spotlight the delicate details from the “Basantah” collection, to add to your cart right away:

  1. The nostalgic shalwar kameez

           Everyday clothing, but make it floral! Get this floral print-on-print outfit, colour-blocked with a yellow dupatta. An effortless, everyday look! Shop it online here


  2. The long white dress

   Step outside in the sun, and dance a little! The boho minimalist in you would immediately want this flared, airy dress with hand-embroidered sunflowers! Planning a staycation? Should bookmark this! Shop it here



    3. Run to the A-line

      That flattering A-line hem gives flare without making one look bloated! Print-blocked in this ensemble with palazzos, this look spells comfort chic just right! Shop it on the website here

   Run to the A-line - JOVI Fashion


4. White to the core

    Our love affair with whites gets deeper and more endearing come summers and here we present an old-school take on the color. The whiter, the merrier…hence we kept it head to toe! Love it? Get it here



5. Dupatta dosti

     Here is a trusty separate to spruce up your kurta or ethnic wear! It's bright and fresh, comes with print blocking and signature JOVI fabric details, and is long enough to be draped the old-school way or styled the way you want it! Shop it online here


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Wednesday Treat! That sweet sweet feeling when you get the new stock alert! Use code: JOVI10 for flat 10% off sitewide.

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