From a fashion point of view, the span of the last 10 years has been variously defined. Some have called it evolutionary, while others have refused to comment at all. However, most have admitted that it was very different from the decade before and perhaps can be defined as the decade in which
Indian fashion truly found its footing.
India's leading couturier and Swarovski Brand Ambassador, JJ Valaya has been instrumental in the evolution of Indian fashion in the past decade. The renowned designer achieved yet another milestone in his career, as he celebrated the completion of a decade in the Indian Fashion industry this year.
The JJ Valaya Fall/Winter collection for women and men, flaunts the style and shimmer of couture, created using exquisite Swarovski crystals set amidst various hand craft techniques.
The collection includes reinterpreted versions of 5 of JJ Valaya's favourite collections from the couture line all of which have been amongst the bestsellers of the last 10 years, and JJ Valaya's best-known signature, his trousseaux collection. The season of Fall/Winter 2002-03 collection for JJ Valaya drew its inspiration from mythologies from 5 different parts of the world which included Africa, India, China, Egypt and Middle East.
The mythologies on which the collection was based included 'the Maharasa'
- the legend of Lord Krishna and the Gopis'
- from India, 'the enchanting story of Queen Sheba and her courtship with King Solomon' from the middle-east, 'the legend of Chinese Goddess Nu wa'
' - the African goddess of love' and 'Isis-the daughter of God Geb (Earth) who is the mistress of words and goddess of nature' from Egypt.
Crystals form an intrinsic part of the new collection and Valaya has incorporated the magic of Swarovski components to bring alive the themes from the 5 mythologies.
The JJ Valaya Fall/Winter 2002-03 Collection is based on the basic principle of Valaya - "the future of the past" and was projected with great élan via the underlying feel of 'Modern Royalty'. Created over 8 months and having been through the hands of over 250 skilled crafts persons, the collections successfully entwined the glory of the past with the promise of the present.
Commenting on the 10th anniversary of his couture label, Valaya said, "Perhaps one of the best reasons that calls for a celebration of a decade is simply the privilege of having had the opportunity of being a part of Indian Fashion History. I am extremely grateful to our associates; my clients, the media, Team Valaya and our family for supporting us and helping us achieve all that we have so far. Needless to say, the journey has only just begun…one that I would only want to undertake with the continued love and partnership of all who have been a part of us"
Commenting on the second successful year of partnership between JJ Valaya and Swarovski, Mr. Sanjay Sharma, Country Manager for Swarovski Crystal Components (CCD) remarked," Both Swarovski and the House of Valaya share a similar value of timeless appeal and exquisite beauty.
As the Swarovski Brand Ambassador for India, JJ Valaya has highlighted the intricacies of his collection by using a multitude of crystal components to recreate the regalia of textile heritages of ancient civilizations, including Egypt, Africa, China, India and Persia.
He has lent timeless appeal to Swarovski components through the sheer magnificence of the collection and we are proud to be part of this momentous milestone," he added.
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