JJ Valaya not for Bollywood
10/31/2007 12:33:00 PM
Bollywood
,
 |
| JJ Valaya |
And how come we haven't seen the Valaya name associated with a Bollywood film yet
He's been in the business for 16 years and even today, JJ Valaya rules the desi fashion frat. Having seen itall right from the start, he marvels at how far Indian fashion has traversed. The change from the early days of the contemporary Indian fashion movement which I credit Rohit Khosla with starting has been significant. Fashion as a profession has gained the respect of everyone, he says.
It started with a love for painting in school, as well as an exposure to fine embroidery through his mother, a kidswear designer. I'm a firm believer in God and destiny, he says, Everything has its time. Even today, I wouldn't say Indian fashion has arrived, but it's close to being accepted.
Globally, we've just taken our first few steps. What's important is that India's being noticed. That's also because we are the hotspot of the moment. Everything that comes out of India gets more focus, and there are more Indian influences in international collections than ever before.
Armani is doing churidar pants and the jacket saree, and if you see Hermes' latest collection, you can swear it's Indian. Jean Paul Gaultier is heavily inspired by India and even on the streets, there's so much of India. It's all a good sign, but not a barometer of our success, he says.
Change is everywhere, he adds, and predicts that 3-4 major Indian labels will make their international presence felt very soon. But what about the newbies in the desi market? While there's a major influx of new talent, fashion is still dominated by the biggies. Those who come in first always have the advantage, he points out.
Louis Vuitton is a 140-year-old label. One new label that has made a splash is Dolce and Gabbana, and that's 22-years old! And out west, the exposure to fashion is different, the market is mature. Europe has a history, a foundation of credible fashion.
The mantra for success lies in one's ability to keep up with the times, he says. Every year, you have to be alive to change, yet stick to your recognisable strengths or you will seem fickle. And branding is huge logos are getting bigger! Indian designers have yet to understand this.
And how come we haven't seen the Valaya name associated with a Bollywood film yet, when every designer seems to be jumping onto the filmi bandwagon? No movies, he says firmly, We're waiting for the right break. As a brand, we can't be associated with anything small. I need to be convinced that the project will suit our interests, only then will we venture into cinema. And certainly in no low-budget production.
As for stars walking the ramp, another popular trend of late, Valaya is quite firm. I'm not sure I agree with the trend. The clothes are the champion after all. And when you are putting together 6-8 months of hard work into a 30-minute show, having a star there is distracting, he says. Valaya also won't name any of his celebrity clients. I grant my clients total privacy, he says, then relents to say, Besides the usual suspects, we do a lot with royalty outside India, especially the Middle East. All of us at the top deal with the same clients.
ith his ready-to-wear collection on the anvil, he's thrilled that his design will be accessible to all. I'm as excited to have Nicole Kidman wear my designs as five people I might come across at a mall!
He's been in the business for 16 years and even today, JJ Valaya rules the desi fashion frat. Having seen itall right from the start, he marvels at how far Indian fashion has traversed. The change from the early days of the contemporary Indian fashion movement which I credit Rohit Khosla with starting has been significant. Fashion as a profession has gained the respect of everyone, he says.
It started with a love for painting in school, as well as an exposure to fine embroidery through his mother, a kidswear designer. I'm a firm believer in God and destiny, he says, Everything has its time. Even today, I wouldn't say Indian fashion has arrived, but it's close to being accepted.
Globally, we've just taken our first few steps. What's important is that India's being noticed. That's also because we are the hotspot of the moment. Everything that comes out of India gets more focus, and there are more Indian influences in international collections than ever before.
Armani is doing churidar pants and the jacket saree, and if you see Hermes' latest collection, you can swear it's Indian. Jean Paul Gaultier is heavily inspired by India and even on the streets, there's so much of India. It's all a good sign, but not a barometer of our success, he says.
Change is everywhere, he adds, and predicts that 3-4 major Indian labels will make their international presence felt very soon. But what about the newbies in the desi market? While there's a major influx of new talent, fashion is still dominated by the biggies. Those who come in first always have the advantage, he points out.
Louis Vuitton is a 140-year-old label. One new label that has made a splash is Dolce and Gabbana, and that's 22-years old! And out west, the exposure to fashion is different, the market is mature. Europe has a history, a foundation of credible fashion.
The mantra for success lies in one's ability to keep up with the times, he says. Every year, you have to be alive to change, yet stick to your recognisable strengths or you will seem fickle. And branding is huge logos are getting bigger! Indian designers have yet to understand this.
And how come we haven't seen the Valaya name associated with a Bollywood film yet, when every designer seems to be jumping onto the filmi bandwagon? No movies, he says firmly, We're waiting for the right break. As a brand, we can't be associated with anything small. I need to be convinced that the project will suit our interests, only then will we venture into cinema. And certainly in no low-budget production.
As for stars walking the ramp, another popular trend of late, Valaya is quite firm. I'm not sure I agree with the trend. The clothes are the champion after all. And when you are putting together 6-8 months of hard work into a 30-minute show, having a star there is distracting, he says. Valaya also won't name any of his celebrity clients. I grant my clients total privacy, he says, then relents to say, Besides the usual suspects, we do a lot with royalty outside India, especially the Middle East. All of us at the top deal with the same clients.
ith his ready-to-wear collection on the anvil, he's thrilled that his design will be accessible to all. I'm as excited to have Nicole Kidman wear my designs as five people I might come across at a mall!
London, Oct 29: After its successful launch in Germany, Indian actress Shilpa Shetty's new musical, 'Miss Bollywood' will perform in the UK with the first of its eight shows to be held at opera house in Manchester on November 3. 
