Happy An­niver­sary, JJ Valaya!

In­dia’s cou­ture King talks to Cosmo about the two glo­ri­ous decades spent defin­ing the course of fash­ion in the coun­try

Cosmopolitan (India) - - UPFRONT -

Cosmo: Give us one word to de­scribe the last 20 years... JJ Valaya: “Evo­lu­tion­ary.” C: And how has the House of Valaya evolved in this time? JJV:

“We be­gan at a time when peo­ple didn’t un­der­stand the con­cept of a per­son’s name on a gar­ment and ready-to-wear fash­ion didn’t re­ally ex­ist. I’m proud of the fact that our la­bel and it’s growth has been in­stru­men­tal in bring­ing about this dra­matic par­a­digm shift in the con­cept of fash­ion and the role it plays to­day.”

C: How have you, as an artist, changed in this time? JJV: “It’s been a phe­nom­e­nal learn­ing ex­pe­ri­ence. I re­mem­ber my

grad­u­a­tion col­lec­tion at NIFT was a col­lec­tion of pure Ivory; not a hint of colour or any­thing even re­motely In­dian, which is now my forte. I swear by colours and em­broi­dery.”

C: So, how are you cel­e­brat­ing this mo­men­tous an­niver­sary?

JJV: “Well, we’ve al­ready done two big fi­nales this year (at In­dia Bri­dal Week and Wills In­dian Fash­ion Week). We also had a vin­tage tour that started early this year, trav­el­ling all over the world—we picked some of the best looks and pre­sented them in new avatars. Soon, we will be re­leas­ing a mas­sive cof­fee ta­ble book which will tell a pic­to­rial story of the jour­ney over the last 20 years.”

C: A com­mon mis­con­cep­tion about

the House of Valaya is... JJV:

“That we do only bri­dal­wear! An­other fact most peo­ple don’t know is that nearly 40 per­cent of our work ac­tu­ally comes from menswear.”

C: What would you like to be re­mem­bered for?

JJV: “For cre­at­ing the most amaz­ing em­broi­dery ever in the his­tory of con­tem­po­rary de­sign!”

C: A sig­na­ture sil­hou­ette that spells Valaya is...

JJV: “The fit and flair sil­hou­ette. I’ve never been a fol­lower of fish­tails and all. Also the glory of the Kal­l­i­daar; the con­cept of Kal­lis re­main a sig­na­ture.”

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