Saturday, January 23, 2021
Markfed Sohna New

verka new year

Innocent Hearts INNOKIDS Banner

JJ Valaya’s first virtual fashion show

- Advertisement -

New Delhi, Sep 21, 2020 –

“This is an exciting time. I know it’s also a very trying time as well because a pandemic is upon us. But the pandemic is also throwing up a lot of options which perhaps nobody would have tried earlier. To do a complete fashion presentation virtually is something nobody thought of in the past.

To actually have the entire world as your audience and everybody has a front-row seat, I don’t think anything can get better than that,” says veteran designer JJ Valaya in an interview to IANSlife.

The designer launched his latest couture collection at the first-ever digital India Couture Week (ICW) and reveals, “This is a time when we need to share the joy and positive energy, to celebrate everything that is beautiful. We may not have a buoyant market, but this too shall pass, things never remain constant, life is full of ups and downs and we should celebrate the ups and learn from the lows.

‘Bursa’ is the royal nomad on a journey through time from the 13th to 17th century Ottoman empire. The opulence, the grandeur, the detail and it’s culture are part of the design story.”

Valaya, who started his journey three decades ago, says “there’s no way you can replace the adrenaline rush of a show, the spectacle, the interaction between clothes and people, but adversity gives rise to opportunity. We are living in a digital era and one cannot ignore technology, the brand has to evolve with times and if the current generation is focused on screen time then that’s the new normal.”

“Being a three decade old brand has been one big adventure. Starting at a time when the industry was pretty much non existent, to a time when fashion was a buzzword and everybody is very aware of what’s happening.

I think I couldn’t have wished or hoped for a better journey. From crawling to walking to stumbling to getting up, we had had many milestones, just doing everything on our own, learning from our own mistakes and growing beautifully, we’ve had a long journey of many firsts,” says the designer in the video-clip that launched his collection.

He added: “What I’m really excited about today is that this is the first ever time a virtual India couture week is happening. The first time I’m showing my collection virtually. We are showing a 100 percent new collection, unlike some designers in the market.

The focus is strictly on the bride and the groom, as weddings have become smaller, we are showing bridal lehengas, sarees for women and sherwani for men.”

Valaya showcased his latest line-up of wedding ensembles, inspired by the culture and arts of Turkey, “I tend to name my collection after one medieval city or the region where I’ve been inspired for. And this year’s collection is all about the magnificence of the Ottoman Empire,” he reveals.

He has used burnished metallics and golds to give an antique aesthetic to the 48 pieces of lehengas, sherwanis, jackets and sarees that are embellished with Swarovski crystals, silk threads, beads, pearls and zardozi work on fabrics like silks and velvets.

Speaking of the crisis, “We cannot compound the dilemma we have to rise above it,” believes the veteran.  (Agency)

Yes Punjab Online Since 2012

Click here to Like us on Facebook

- Advertisement -

Yes Punjab - TOP STORIES

Punjab News

Sikh News

Transfers, Postings, Promotions

- Advertisement -Bibi Jagir Kaur Guru Gobind Singh Prakash Purab Banner

Stay Connected



Sara Ali Khan aces aerial yoga

Mumbai, Jan 22, 2021- Actress Sara Ali Khan enjoys fitness, and loves sharing fitness videos, too. In a new video she posted on Friday, the...

Tamannaah Bhatia: I’m back to my pre-Covid body

Hyderabad, Jan 22, 2021- Tamannaah Bhatia says she has regained the strength of her pre-Covid days thanks to two months of consistent workout. On Friday,...

Bigg Boss 14 - The Latest




Exodus of Kashmiri Pandits

Exodus of Kashmiri Pandits: Unending wait for justice – by Deepika Bhan

Why is it difficult to get justice? This is a question that haunts the minuscule community of Kashmiri Pandits. Each year January 19 is...
Human Brain

Awareness is life – by DC Pathak

It is interesting that of all the professions it is a career in Intelligence that works for sublimating three important mandates that governed life....
US Capitol Violence

Political Violence in Washington – by DC Pathak

The presidential election in the US marked by an unusually confrontationist run up to the polls and an equally bitter post-poll phase of transition,...


Health & Fitness


This could be an early sign of Alzheimer’s

Toronto, Jan 22, 2021- Abnormal hyperactivation in the brain could be an early biomarker of Alzheimer's disease, a new study suggests. The study indicates that hyperactivation in certain brain areas in people not yet diagnosed with Alzheimer's but who were worried about their memory loss and who exhibited risk factors for the disease. "Alzheimer's disease is progressive and may emerge in the...

Gadgets & Tech

error: Content is protected !!