SWAROVSKI CELEBRATES 25 YEARS of JJ VALAYA WITH ‘THE ALIKA PROJECT’

The Alika Project Exhibit - JJValayaxSwarovski (3)

~24 CREATIVE INFLUENCERS Join the celebration by collaborating on THE ALIKA PROJECT~

 

New Delhi, December 20, 2017

Known as the Czar of Indian fashion, couturier JJ Valaya, who has always been known to unflinchingly believe in the spirit of India whilst focusing on its underlying grain of splendour, royalty and craft, marked the completion of a glorious 25 years in the Indian fashion history today. The remarkable 25 years were celebrated with a tribute using the brand’s iconic jacket, THE ALIKA JACKET. The event celebrates the brand’s long-standing association with Swarovski. Amidst the luxury of grandeur & high fashion, an evening was hosted at the Bikaner House to commemorate this milestone with a unique exhibit of 25 ALIKA jackets, created by the House of Valaya, but styled by 24 leading creative influencers of India in addition to one, THE BLACK BRIDE which is an all Valaya look.

 

To celebrate the 25 years of fabulous fashion, JJ Valaya has created 25 special editions of the ALIKA, using his signature embroideries, detailing and of course, crystals from Swarovski. Each jacket represents one year of the 25 years of House of Valaya’s outstanding journey. Conceptualisd in 2010, a cross between a shirt and a jacket, the ALIKA loosely shares its DNA with the Indian traditional garment, the ‘Sadri’. Each design includes crystals chosen by JJ Valaya from the Swarovski library including the Scarlet Red, pacific opal, crystal with pearl hot fix along with, sew-ons and fancy stones in colors of Gold patina, Luminous Green & crystal Golden shadow.

 

In a unique creative association, 24 well-known designers & creative influencers have collaborated with JJ Valaya to celebrate this significant landmark of the brand. These 24 creative spirits have crafted a unique synergy by infusing their own distinct signatures along with the ALIKA to showcase its versatility and timeless appeal. Finally, the outcome of these synergies have been photographed by JJ Valaya himself at the Roseate House in Delhi, creating newer expressions of creativity and were displayed over a curated art exhibit and installation at the grand evening held at the Bikaner House

JJ Valaya:

JJ Valaya at #TheAlikaProject - JJValayaxSwarovski

“When I started my career as a designer, it was in a different India. A handful of us (in the late 80’s and early 90’s) were responsible for defining the very concept of fashion in India (a movement started by the late Rohit Khosla, my creative mentor and undoubtedly the father of modern Indian fashion). And what a thrilling ride it’s been!

 

The ALIKA is my humble attempt to create something timeless …one that is highly versatile and sits as easily on a pair of jeans as it does over a beautiful sari. With that in mind, in 2010, I conceptualized a jacket, which had the ability to stand the test of time and only grow in value due to its sheer versatility. This Jacket, born out of an urge to create something permanent in the ever-changing world of fashion, was christened the ALIKA, after a royal courtesan, who, till date, remains a figment of my imagination.

The Alika Project Exhibit - JJValayaxSwarovski (5)

Today’s designers, like many of the ilk in the past, continue to feverishly redefine or fine-tune the Indian style language… Sustainability, Handwoven, Khadi, Benaras are no longer passé but are in fact, the new chic. This year, we decided to take the ALIKA into new territories, and in creating 25 special editions, each signifying one year of the 25 years of the brand, we decided to invite 24 creative individuals to come on board. Be it fabric, silhouette, technique, craft or even their own spirit, these are those creative minds, who I believe, are successfully managing to interpret a new India in a distinct, modern and beautiful style of their own.

 

The ALIKA project is therefore about celebration, and I am humbled to see how these fabulous 24 have created a unique synergy by infusing their distinct signatures with the ALIKA. Needless to say, I am deeply thankful for their enthusiasm, generosity and graciousness. I wish all of them the very best for an immensely satisfying journey as they go ahead in making India modern a highly covetable style statement.”

 

Vivek Ramabhadran, Vice President – South-Asia, Swarovski Professional said that ”JJ Valaya has had a glorious run for 25 years, and through his period he has been one of vanguards for integrating the essence of luxury, Indian craft, royalty into couture. In that process, he has also been one of the foremost fashion leaders giving shape and form to the couture industry in India. From the outset, JJ Valaya has been one of the leading ambassadors in playing with the sparkling canvas of Swarovski, and his partnerships with Swarovski have gone beyond bridal couture, to interiors, art installations and most recently a very successful fashion jewelry line. We congratulate him on the momentous occasion, and wish him all the very best for the next 25 years.

Vivek Ramabhadran, Vice President Asia South, Swarovski Professional and JJ Valaya at #TheAlikaProject - JJValayaxSwarovski (1)

The “Alika” project is a uniquely novel and interesting way to celebrate the impact of JJ Valaya on the fashion industry – he has designed 25 statement Alika jackets, which have been styled and presented by leading fashion designers and stylists in their own respective ethos, thus embodying the sheer versatility and beauty of these creations.”

JJ VALAYA’S LOOK FOR THE CELEBRATION – THE BLACK BRIDE

 

Black has always been a colour of contradiction, and our special edition of the ALIKA, which showcases our signature ‘Shifting leaves’ chevron, plays on this duality of black to make a subtle statement. In a world today, largely tormented by negativity, violence, racism and dark influences, we choose to celebrate black in a positive spirit. We choose to appreciate the fact that if there were no dark sky, how would we see the stars… we choose to revel in the fact that if there was no night, would we ever be able to appreciate the day?

The Black Bride by JJ Valaya - #TheAlikaProject - JJValayaxSwarovski (2)

The Black Bride is a paradox and we hope that in this spirit of finding positivity amidst all the negativity that surrounds us today, she is a silent prayer for peace and tranquility.

 

We therefore choose to start our next innings with hope, faith and of course, a promise of creative excellence.

 

OUR CREATIVE ASSOCIATIONS:

JJ VALAYA has collaborated with Alpana –Neeraj, Amrapali, Antar Agni, Archana Rao, Dhruv Kapoor, Eka, Ekaya, Akaaro – Gaurav Jai Gupta, Gautam Kalra, Ikai, Malini Banerji, Nappa Dori – Gautam Seth, Nicobar, Payal Pratap Singh, Pernia Qureshi, Pero, Peter D’ascoli, Punit Jasuja, Rimzim Dadu, Shivan & Narresh, Suket Dhir, Sumant Jayakrishnan, Swati & Sunaina, Tanira Sethi.

Punit Jasuja at #TheAlikaProject - JJValayaxSwarovskiShivan & Narresh at #TheAlikaProject - JJValayaxSwarovskiGautam Kalra at #TheAlikaProject - JJValayaxSwarovski

We would like to thank our shoot location partner THE ROSEATE, New Delhi, alcohol partner Glenfiddich and lighting partner VIS-À-VIS.

***

About JJ Valaya

 

JJ Valaya is a part of the pioneering group of Indian fashion designers and is one of the few who initiated the concept of fashion in Modern India. He is a founding member on the Board of Governors of the Fashion Design Council of India (FDCI), and was the first official brand ambassador for Crystal giant, Swarovski in India.

 

The House of Valaya was founded in 1992 with the launch of its couture label, JJ Valaya by brothers TJ Singh and JJ Valaya. The brand’s lines today encompass Haute Couture, Bridal & Occasion Wear, Bridge, Home and Luxury design services.

 

A larger than life approach to luxury has been a distinguishing hallmark of this maverick Monarch as has been his love for India. As true custodians, it is indeed the marriage of the uniqueness of craft and the energy and the ever-evolving nature of fashion that sets the pace at Valaya. JJ Valaya believes that true style is meant for those capable of embracing both, the bold and the elegant. He believes that the old and new must co-exist to truly define effortless style. For this sophisticated maximalist, it is edgy classicism, attention to detail and an unparalleled scale that eventually defines the distinct Valaya signature; a signature that finds its roots in contradiction, in two seemingly opposites: Royals and Nomads, (both of which, interestingly, represent the very soul of his birthplace, Jodhpur in Rajasthan). Today, he continues his journey as one of India’s leading couturiers and style directors and of course, as a co-founder of one of its most respected luxury fashion and lifestyle houses, a journey that has earned him the title of the undisputed ‘Czar of Indian Couture’.

 

About Swarovski

Swarovski delivers a diverse portfolio of unmatched quality, craftsmanship, and creativity that goes beyond the manufacturing of crystal. Swarovski designs, manufactures, and markets high-quality crystals, genuine gemstones and created stones, and finished products such as jewelry, accessories, and lighting. Swarovski is the premium brand for the finest crystal embellishments since 1895. It is recognized for its innovative excellence and its collaborations with top-class designers and brands in the fashion, jewelry, accessories, interior design and lighting industries across the globe. Available in myriad colors, effects, shapes and sizes, crystals from Swarovski offer designers a fabulous palette of inspiration, and are produced according to the innovative, lead-free* Advanced Crystal standard. Born out of a passion for detail and high-precision cutting, these precious ingredients impart refined glamour to everything and have become the creative partner of choice.

 

Products made using Swarovski crystals are recognizable by the ‘Crystals from SWAROVSKI’ seal. Based on the concept of the traditional seal, which was historically used to prove the authenticity of items of value, the ‘Crystals from ‘SWAROVSKI’ seal confers distinction on everything it graces. Created using high-security hologram technology on silver foil, it bears the words ‘Crystals from SWAROVSKI’, together with founder Daniel Swarovski’s signature, and the year in which Swarovski was established: ‘Since 1895’.Look out for the “Crystal from SWAROVSKI tag on couture garments, which indicate the use of genuine Swarovski crystals.

 

To find out more, visit www.swarovski.com/crystals.

 

For inquiries on Swarovski crystals please contact us at:

customer_service.in@swarovski.com/0124- 4698200

 

About Glenfiddich

Glenfiddich is a single malt whisky owned and produced by William Grant & Sons Distillers Limited, an independent family-owned distiller founded by William Grant in 1886 and still controlled by the fifth generation of the family. Glenfiddich has gained a reputation for supporting the creative arts in India with various initiatives including the annual Artists in Residence award and World’s Most Experimental Bartender programmes.

Go to: www.williamgrant.com for more information on the Company and its brands.

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