Valaya votes for hope and love

At a time when many a designer is backing out of shows and new launches, JJ Valaya is clearly unstoppable. This year itself the veteran designer has launched two new stores in the capital and is also opening one in London. If that’s not enough, he’s currently toying with the idea of a new store in Mumbai too, all the while acknowledging the recession as a problem which no one can escape.

“But it’s a passing phase; a small part of my long career. The idea is to hang in there. Moreover, this is the best time to consolidate one’s brand and expand. So that’s what I am doing; I am a firm believer in my brand and perhaps, its biggest fan,” he says.

This optimism features prominently in his latest collection to be showcased at the Wills India Fashion Week (WIFW). “It’s another chapter in this story of the Kingdom of Valaya which has been the core theme for all my collections. This time around - in response to all the negativity that has arisen due to recession and terrorism - it’s about love, hope and joy. The colour palate is diverse - it’s neither overtly bright nor is it completely dull. But it culminates in a splash of golden coloured outfits so as to have that air of royalty about it,” explains Valaya, who also believes that his collections are as much about sending a social message as they are about making a fashion statement.

Another thing that has got him all excited is his love for photography; after all, he has been shooting all the pictures for his campaigns himself and now he’s working on a set of pictures that he plans to exhibit as part of a four city tour - Mumbai, Delhi, London and New York. “It won’t happen until later this year. And no, it won’t really be fashion photography,” is all he’s willing to divulge.