A quarter of a century in Indian fashion is huge: JJ Valaya

By Nivedita

New Delhi, Dec 20 (IANS) Ace designer JJ Valaya says that completing a quarter of a century in Indian fashion is huge and he now plans to infuse new energies into the brand ethos in future.

"There are many plans as we move forward. A quarter of a century in Indian fashion is huge and being a part of it when it all started is very special to us. As we move forward, we plan to infuse new energies into the core ethos of the brand and focus primarily on Couture and Bridge lines in fashion," Valaya, who is also one of the founding members of the Fashion Design Council of India (FDCI), told IANS in an interview, here.

Known as the Czar of Indian fashion, Valaya has always been known to unflinchingly believe in the spirit of India whilst focusing on its underlying grain of splendour, royalty and craft.

He marked the completion of a glorious 25 years in the Indian fashion history and he celebrates the remarkable journey in the form of a tribute using the brand's iconic jacket, THE ALIKA JACKET and Swarovski.

JJ Valaya has created 25 special editions of the ALIKA using his signature embroideries, detailing and crystals from Swarovski.

Each jacket represents one year of the 25 years of the House of Valaya's outstanding journey.

Conceptualisd in 2010, a cross between a shirt and a jacket, the ALIKA loosely shares it's DNA with the Indian traditional garment, the 'Sadri'. Each design includes crystals chosen by Valaya from the Swarovski library including the Scarlet Red, pacific opal, crystal with pearl hot fix along with, sew-ons and fancy stones in colours of Gold patina, Luminous Green & crystal Golden shadow.

"The ALIKA is my humble attempt to create something timeless ...one that is highly versatile and sits as easily on a pair of jeans as it does over a beautiful sari. With that in mind, in 2010, I conceptualized a jacket, which had the ability to stand the test of time and only grow in value due to its sheer versatility," said the designer.

Talking about the association with Swarovski, he says that both the brands have been associated for over 15 years.

"In fact JJ Valaya was the first Swarovski brand ambassador in India. The synergies are palpable as both brands are all about luxury and glamour. We are known for our bridal lines and crystals lend themselves beautifully to our signature look of vintage grandeur based on our royal roots. Further, we also work with them on a line of fashion jewellery which has been a huge success," he said.

When two brands meet, creative differences are bound to happen but the designer says that it was not the case with them.

"There were no differences in this collaboration...all we have is synergies at various levels and that is what our strength is," he said.

(Nivedita can be contacted at nivedita.s@ians.in)