Valaya is known for his distinctive fashion statements that are intricate in detailing and rich in craftsmanship. Always striving for excellence in ethnic creativity, JJ Valaya (Jagshran Jeet Ahluwalia) has become an indispensable icon of Indian hi-fashion.
Even as a student he left an unforgettable mark on the International fashion scenario by becoming the first Indian student to receive Prix D' Incitation, at the young designers International competition held in Paris in 1990.
JJ is currently the proud owner of three exclusive Studio Valaya stores in Delhi and Mumbai besides catering to over thirteen fashion stores in India and overseas. He is also the first brand ambassador of Swarovski Crystal components India. To give fashion a more serious meaning JJ thought of being involved with various national and International fashion organizations including fashion design council of India as a member of the governing council and board of directors.
For LIFW'03 JJ is working on a sensuous and assertive collection for men that includes tailored jackets in natural and man-made fabrics with leather trims. The designer is also playing with sequins, tossing a few onto men's separates, mixing others with Swarovski metal components for that dressy evening look. For women, JJ is focusing on corset with a touch of modernity and classicism. The waist is playful and seems to swing between high and really low. While the sari is tweaked and tested, the churidar gives way to the churi-pant. In totality it is a perfect mix of romance and femininity. To enhance the visual appeal the designer has used yellows, oranges, emerald and royal blues. Reds-flash through the entire collection jostling for attention along with the antique metallics, brilliant blacks and the nouveau neutrals. The forever Valaya signature embroideries, now in Raffia, beads, dori, pearl and Crystal are there, totally in sync with custom developed prints and Swarovski transfers.