On JJ Valaya’s new line at Pernia’s Pop Up Shop
JJ Valaya’s name is synonymous with timeless designs in traditional wear like saris, salwar suits, sherwanis and bandhgalas. The designer has come out with his new line this month, JJ Valaya Classic, a reinterpretation of his previous collections. The designer explains that it is a revival of sorts. “I did not want the inspiration to disappear,” he says. The collection uses the six techniques that Valaya is known for – zardozi, printing, metal appliqué and gota, velvet appliqué and resham. “With the classic line, the silhouettes will be modern, more wearable and priced comfortably,” he says.
Targetted at women between 20 and 45 years, the outfits from the JJ Valaya Classic collection will not be bespoke. Rather, they will be a pret line of ready-to-wear garments. Valaya has used colours like blue, pink, red and burgundy, and fabrics like tulle, georgette, satin and net in the line that is dominated by timeless clothes like saris and anarkalis. On brand longevity, Valaya says, “The label outlives the man. I am quite confident that the Valaya House will go on.” According to him, the brand needn’t be taken forward by his daughter, Hoorvi, who will soon enter fashion school, but rather by someone who understands the brand.
Available at Ensemble, Mumbai and all Valaya stores across the country. Priced between Rs29,500 and Rs65,000.