JJ Valaya in association with Swarovski celebrates his 10th Anniversary in style with a grand showing Mumbai

Mumbai, September 14, 2002… From a fashion point of view, the span of the last 10 years has been variously defined. Some have called it evolutionary, while others have refused to comment at all. However, most have admitted that it was very different from the decade before and perhaps can be defined as the decade in which Indian fashion truly found it’s footing.
India’s leading couturier and Swarovski Brand Ambassador, JJ Valaya has been instrumental in the evolution of Indian fashion in the past decade. The renowned designer achieved yet another milestone in his career, as he celebrated the completion of a decade in the Indian Fashion industry, with a spectacular gala to launch the JJ Valaya Fall / Winter 2002-03 Couture collection, at The Taj - Mumbai today.

What makes this show unique is the fact that the proceeds of the show, are going towards The Tata Memorial Hospital’s "Programme for Prevention and Early Detection of Breast Cancer". Devika Bhojwani, who is co-coordinating the show in Mumbai, has been working closely with Dr. Ashok Mohan, advisor to Director & Programmes co-ordinator, Tata Memorial Hospital and Dr. Ketayun Dinshaw, the present Director of the hospital and one of India’s leading radiologist’s, in setting up a foundation for "Prevention and Early Detection of Breast Cancer". This Charity Fashion Show hopes to kick-start a process of awareness, early detection and treatment of cancer with the funds that are raised.

The JJ Valaya Fall / Winter collection for women and men, flaunted the style and shimmer of couture, created using exquisite Swarovski crystals set amidst various hand craft techniques. JJ Valaya presented reinterpreted versions of 5 of his favorite collections from the couture line, all of which have been amongst the bestsellers of the last 10 years. The show culminated with the presentation of JJ Valaya’s best-known signature, his trousseaux collection. The season of Fall / Winter 2002-03 collection for JJ Valaya drew its inspiration from mythologies from 5 different parts of the world which included Africa, India, China, Egypt & Middle East. The mythologies on which the collection was based included ‘the Maharasa’ -the legend of Lord Krishna and the Gopis’ -from India, ‘the enchanting story of Queen Sheba & her courtship with King Solomon’ from the middle-east, ‘the legend of Chinese Goddess Nu wa’, ‘Aziri - the African goddess of love’ and ‘Isis-the daughter of God Geb (Earth) who is the mistress of words and goddess of nature’ from Egypt. Crystals form an intrinsic part of the new collection and Mr. Valaya has incorporated the magic of Swarovski crystal components to bring alive the themes from the 5 mythologies.

The JJ Valaya Fall / Winter 2002-03 Collection was based on the basic principle of Valaya - "the future of the past" and was projected with great élan via the underlying feel of ‘Modern Royalty’. Created over 8 months and having been through the hands of over 250 skilled crafts persons, the collections successfully entwined the glory of the past with the promise of the present.

The setting for the fashion show, sponsored by Swarovski, was planned amidst the luxury of grandeur and high style. Producers Vidyun Singh and Asha Kochhar of Media Makers along with dance choreographer Ashley Lobo presented a brilliant fusion of fashion and Dance, to weave together the concept of the 10 years of Valaya show. The ambience for the show put together by set designer Sunalika Oberoi was an exquisite backdrop and ramp of gold spread beneath a shimmering sky of crystal. Hosted by Mumbai's most hospitable address - The Taj, the collections were showcased by over 50 models.

Commenting on the 10th Anniversary of his couture label, JJ Valaya said, " Perhaps one of the best reasons that calls for a celebration of a decade is the simply the privilege of having had the opportunity of being a part of Indian Fashion History. I am extremely grateful to our associates; my clients, the media, Team Valaya and our family for supporting us and helping us achieve all that we have so far. Needless to say, the journey has only just begun…one that I would only want to undertake with the continued love and partnership of all who have been a part of us."
"It is indeed a privilege to be associated with the cause and with the Tata Memorial Hospital. I am sure this show is only a starting point of a series of fund raising endeavors, ones which are sure to evoke tremendous support", he added.

Commenting on the second successful year of partnership between JJ Valaya and Swarovski, Mr. Sanjay Sharma, Country Manager for Swarovski Crystal Components (CCD) remarked," Both Swarovski and the House of Valaya share a similar value of timeless appeal and exquisite beauty. It is our honour to host this fashion tableau, which is a celebration of 10 successful years of JJ Valaya in the Indian Fashion Industry, where he has managed to carve a distinguished niche for himself".

"As the Swarovski Brand Ambassador for India, JJ Valaya has highlighted the intricacies of his collection by using a multitude of crystal components to recreate the regalia of textile heritages of ancient civilizations, including Egypt, Africa, China, India and Persia. He has lent timeless appeal to Swarovski components through the sheer magnificence of the collection and we are proud to be part of this momentous milestone", he added.