Threads of Legacy

Rooted in creativity and with respect for Indian artisanship, JJ Valaya shifts his gaze to fundamentals in the evolution of fashion.

- SHIVPRIYA BAJPAI

It's not everyday that you get an unassumingly simple, yet profound, life lesson from a fashion designer when asked about creative reinventions to measure relevance. I have been privy to first-hand accounts and anecdotes of inventive approach, calculated experiments, and pushing boundaries in fashion. But when the monarch of Indian fashion, JJ Valaya says, "If you don't lead a content life, trust me, no amount of money is going to make you happy. Peace and joy are closely linked to contentment," you pause to crosscheck the question you have asked as a fashion journalist.

But the designer and couturier continues, "I can't please everybody. I am going to move forward with the fact that maybe 50 per cent of this country's buying audience is not my customer. Out of the balance 50, maybe 25 per cent go to other designers. And I'm very happy with the remaining 25. Let me show them what I can create with my earnest pursuits and that's more than enough for me!" There is this certain warmth about Valaya that puts you at ease and even makes you chuckle midconversation. While the ornate decadence of The World of Valaya-the two-storey flagship store at JW Marriott, Aerocity-leaves you enchanted, the designer's unruffled temperament is what draws you in.