In 1989, JJ Valaya stepped into a nascent fashion industry in India as a student of its first (and only) fashion institute, the National Institute of Fashion Technology (NIFT). In 1992, he, along with his brother, ex-army man TJ Singh, launched his eponymous label. He enjoys the privilege of being a part of the pioneering group of Indian fashion designers (the ones who started the fashion revolution for India) and is a founding member of the Fashion Design Council of India (FDCI). He was also the first official brand ambassador for global crystal giant, Swarovski in India. He is widely regarded as one of India’s leading fashion gurus and as founder of one of its most respected luxury fashion and lifestyle houses, a journey that has earned him the title of the “Czar of Indian Couture”.
No words perhaps best describe the Valaya brand than the one made by the late Maharani of Kapurthala, Gita Devi on a visit to his atelier: “JJ is truly the future of the past”. The brand is known today for its labels JJ VALAYA Couture and its spellbinding Haute Couture (with special emphasis on Indian Bridals), JJV KAPURTHALA, its Bridge-to-luxury brand and VALAYA HOME, its luxury interiors label along with several bespoke luxury design services & licenses.
A larger-than-life approach to luxury fashion & lifestyle has been the distinguished hallmark of this maverick Monarch, who considers himself a “Royal Nomad with a penchant for all things Art Deco”. He revels in contradictions and masterfully combines the mysteries of a resplendent past and its rare crafts with an elegant touch to create a glorious present. Today, it is this edgy sophistication that defines the well-known and timeless Valaya ethos.
Alongside a successful career in luxury Fashion & Lifestyle, JJ Valaya has also indulged in and fostered an increasing love for the visual arts as a critically acclaimed photographer. His first foray into fine art photography in 2011, DECODED PARADOX was a composition of portraiture that attempts to infuse Art, Fashion and Photography into a series of evocative yet cohesive works. Two further exhibits followed this show: SOUL IN THE SPACE in 2013 and LALAARI in 2019. He also has three photography books to his credit and often photographs his own fashion campaigns.
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