JJ Valaya Delves Into The Poetic Souls of Historical Opulence at India Couture Week 2024

A journey so diverse, JJ Valaya delves into the poetic souls of historical opulence with its all new couture collection, Muraqqa. Elated to showcase the world of Valaya while embracing timeless yet classic modernity, the couture show is set to steal hearts on July 29, 2024 in New Delhi.

To present a medley of rich textiles, fine crafts and elegant detailing, JJ Valaya shares with News18 about the inspiration behind the collection, Muraqqa, designing for the modern Indian woman and why his designs will always be rooted in history but designed for today. The statement ensembles will be adorned with luxury jewellery from ISVARI by Jalandhar Jewellery House.

For India Couture Week 2024, what is the reason behind showcasing Muraqqa, inspired by the three capitals of Islamic art?

Our new collection, Muraqqa, is inspired by the beautifully decorated albums from the Islamic world, which were used to compile poems, paintings, and artistic treasures. This collection honours the art capitals of Isfahan, Istanbul, and Delhi by reimagining their rich cultural essence in a modern context.

Just as traditional Muraqqa albums combined various artistic elements, our collection blends the heritage of these civilizations into a contemporary style. It connects the past and present, celebrating the beauty of Islamic art in a fresh way that resonates with today’s audience. This is our new Muraqqa—a fashion album that tells the story of these great cultural capitals.

How many pieces will be showcased on the runway and will there be a particular flow the collection will be displayed?

There will be 66 pieces in total, including menswear, womenswear, and 3 couture masterpieces. The collection tells a cohesive story, showing how months of hard work come together in a 20-25 minute presentation.

In your words, how would the modern Indian woman resonate with the collection?

Over the years, I’ve stayed true to our signature identity. We have a unique DNA that reflects a clear principle: I see myself as a nomad who holds onto the past, finds treasures, and reinterprets them for the present. We prioritise quality and cater to the modern Indian woman—smart, sophisticated, well-traveled, and exposed to luxury. We’ve established a path for interesting men and women who believe in our brand and support us, just as we support them.

Does history take over JJ Valaya’s design language in this collection?

As an artist and designer, my goal is to connect the past and present through fashion. We rediscover historical treasures and reinterpret them using India’s rich handcrafts—like embroidery, printing, dyeing, and weaving. By combining these traditional elements with modern design, we create pieces that resonate with today’s audience. This approach honours our cultural heritage while keeping it fresh and relevant.

A respected fashion house should innovate while preserving tradition, making pieces that are both timeless and modern. If we don’t achieve this balance of artistry, craftsmanship, and contemporary appeal, we’re not fulfilling our role. Our commitment is to continually push these boundaries, ensuring each collection is a new, exciting take on our aesthetic, rooted in history but designed for today.

Silhouettes and colour palette you have introduced in this collection that celebrate JJ Valaya couture.

Our approach to creating collections focuses on evolution, not revolution. We craft timeless pieces, like exquisite carpets that remain beautiful over generations. While our core mission is to create beautiful things, the newness comes from subtle changes in design, colours, and techniques. We’re not about trends or fads. JJ Valaya is a style brand dedicated to beautiful clothes and home decor—this is our essence.

Our latest collection, Muraqqa, reflects this philosophy with our signature colours, luxurious fabrics like silks and velvets, intricate prints, and renowned embroideries. Our goal is to create pieces that are appreciated now and for years to come, celebrating enduring beauty over fleeting trends.

What should one expect from the world of JJ Valaya this season?

I believe in making the most of our one life. My philosophy is about embracing luxury, timelessness, style, and individuality. These aren’t just ideals—they guide how I live and work. I aim to create and promote experiences that reflect these values, encouraging others to live purposefully and with style.