JJ Valaya is the guru of Indian fashion industry is a self-made man. As a big believer of God and India?s premier fashion designer, he has earned a name for his extraordinary designs that have charmed the world for over a decade.
THE GREAT Indian cum International designer JJ Valaya was born and raised in the great city of Jodhpur in Rajasthan. His actual name is Jagsharan Jeet Singh Ahluwalia. He has gained popularity and respect all over the world as one of the most original and inspired designers of India. Here, he is in a candid conversation with Merinews…
How far have you travelled as a designer in the last 10 years?
The House of Valaya began as a dream in a small room with three people and is now a 350-strong company and a recognised brand. As a designer my style has changed according to the needs of my clients. As a person, I have learnt that hard work, dedication and a great relationship with God, goes a long way to achieving success.
Are you content with what you have achieved?
I am very happy with our achievement in the last decade. However one synonym of contentment is complacency. Instead of resting on my laurels, I believe in striving for growth and improvement.
Has the Indian fashion industry shown positive growth in the last 10 years?
Yes. Indian designers are beginning to be recognised internationally and the industry has expanded significantly. Earlier the fashion scene concentrated just on women. Men’s fashion today reaches beyond high society to the masses. Glamour and sensuality is the call of the day.
You are known for opulence. Why is everything larger than life for you?
The objective is not to create a mere garment but an heirloom, which can be passed down from generation to generation. The opulence and grandeur of royalty is interwoven into each timeless piece. Also I’m sure I was a royalty in my last birth…a reclusive royalty!
Do you design differently for the western market?
The western market appreciates the handcraft quality in our garments. The fact that a simple garment could take upto six months to make fascinates the automated western mind. Except for the silhouettes, the nature of our designs, embroideries and embellishments remain the same for our clients overseas.
Who buys JJ Valaya outfits in India and abroad?
Just about everyone with a passion for timeless elegance.
How is Studio Valaya different from your couture line?
Studio Valaya is our diffusion label, a simpler line with a more wearable and accessible look. Whereas the JJ Valaya couture collection continues to define the trends for the season, the diffusion line evolves the same trends into a watered-down, cleaner and more affordable look.
Name some women and men who have worn you clothes?
Amongst others, Valaya has been worn by…the AL-Sabah Family of Kuwait, the Royal families of UAE, Shekhar Kapoor, Joseph Fiennes, Cate Blanchett, Mahima Chaudhry, Neelam Kothari, Hrithik Roshan, Kareena Kapoor, Jackie Shroff and the Countess Marchesa of Genoa.
Tell us a bit about your other passions?
I like shooting people and generally beautiful people with some imperfections. Too beautiful is actually too boring. I only shoot my own collections and people that interest me. My second passion is painting. I also love good food, good movies and interiors.
Where do you see yourself 10 years from now?
Happy and more successful…(smiles), in that order. Besides launching a third label, there are some major plans in the offing, only time will tell.
What does JJ stand for?
It’s a long story… All this started after I completed my studies from NIFT and wanted to start my own label. Then I realised the name Jagsharan Jeet Singh Ahluwalia, which is my real name was not ‘fashionable’. I worked around the letters of my name and came up with JJ Valaya. That did the job; I designed the monogram and it is now the trademark of a JJ Valaya garment. So now you know the secret (smiles).
If you have to describe yourself, how would you do so?
I am a very private person. If I had my way, I would be a loner. I live in my own world, where I like to spend a lot of time with myself. I have a beautiful relationship with God but it is very personal. God is the only one allowed into my cocoon. He is the only one I really get along with.
Where does JJ Valaya go from here?
I haven’t a clue. The parody lies in whether I should understand myself or understand the world. What is important is that I am happy.
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