17 December 2022, Mumbai
JJ Valaya has won an award from PETA for launching a new bridge to luxury label called JJV.
Known for his opulent traditional wear couture, Valaya has embraced sustainable fashion with this new ready-to-wear brand, which launched this year. This label JJV uses vegan silk, using Austria-based textile business Tencel’s vegan silk yarn, and the collection has a colour palette of predominantly black and neutral hues, featuring lehengas and saris for women and kurtas and separates for men.
The consumer shift to products and labels that are embracing sustainability has created opportunities for designers and global fashion brands. Concern for sustainability is strong among younger generations – and growing overall. Hence fashion brands are gearing up to embracing the sustainability conversation.
One of India’s most celebrated couturiers, JJ Valaya was a founder member of the board of governors of the FDCI and the first official brand ambassador for Swarovski globally. Creative visions of elegance and edgy grandeur, and a larger than life approach to luxury, fashion and lifestyle has been a signature of the designer.
It is the marriage of the uniqueness of India’s craft and tradition with the ever-changing nature of contemporary fashion that sets the pace for the house of Valaya.
