COUTURE IS TIMELESS

DESIGNER JJ VALAYA TELLS ANALITA SETH WHAT FASHION,STYLE AND COUTURE MEAN TO HIM

- ANALITA SETH

Bigger is better – that has always been the mantra in India, be it food, architecture or weddings. We love being opulent, we love being ostentatious. And weddings, as designer JJ Valaya says are nothing short of grand stage productions. He’s been known for his extravagant designs when it comes to bridal trousseau. He knows that the only thing constant is change and keeping up with the changing times, he’s been broadening his palette. Valaya says that the pandemic hasn’t dimmed the enthusiasm of the people to celebrate life. And that’s what couture is really, a lifelong celebration that spans generations. The celebrated designer looks back at 30 years of work and comes up with some home truths about fashion, style, sustainability and what it means to be a brand.

Fashion and style – what do these two terms mean to you?

Both can have significantly different meanings. I tend to merge the two because I do believe that when you create something special, it must have a degree of timelessness and must be able to evoke joy for whoever chooses to wear it, even if it is worn 20- 30 years later. So, we follow that principle in our design philosophy. Having an individual sense of style actually is the most important thing for anybody. One who is truly stylish is somebody who’s understood his/her sense of dressing. I personally feel that people who have an intrinsic sense of style are more evolved and much more refined as opposed to someone who is desperately grabbing trends. There’s a big difference between the two.