For the fashion enthusiasts and industry experts, 2021 started quite literally with big announcements by multiple designers, such as Sabyasachi, Anita Dongre, Payal Singhal and Raghavendra Rathore. Steering their premium brands more towards strategic collaboration with corporate houses, these domestic brands are being re-established with global entities.
Veteran designer, JJ Valaya, marks that ‘this was always the way forward’ taking to Instagram to launch his new collection. Conceptualized under the title ‘BURSA’, the line is the second part of his collection which was launched at FDCI India Couture Week in September.
He is convinced that what is happening in India is what that happened in the West decades ago and luxury brands like Chanel, Burberry and Versace marked the beginning of it. He believes that a strategic alliance with a corporative vision takes the brand to a better dimension and thus, is fruitful to move it forward.
Inquired if he has similar plans such as those of fellow designers, Valaya answers by saying that he may consider it in a couple of years but at the moment his brand is working around more experimentation and expansion internally.
Talking about the second part of his collection, the designer notes, “I always believe when you are truly inspired to do a collection then seeing all the interpretations in six months is never enough, you must give it atleast 12 months to kind of try and interpret it in as many ways and forms as possible.”
He adds, “And fortunately for us, in India, we have two very clear themes between winter and summer that allows a significant change in the weather and that gives us room to experiment. And yet having said that, at the same time we are essentially a couture design house and we focus on wedding clothes and occasion wear. So the challenge is always how will you make the bride, the groom and the guests look spectacular still wearing the silks and organza but making them relevant to the season. This second chapter of Bursa — is essentially a whole new interpretation of inspiration we initiated six months ago.”
Since we are aware that the pandemic has brought about major interpretations in Indian Couture industry, there is also a shift towards the design philosophy.
JJ Valaya believes there should be enough room for experimentation but also the brand should ensure they stay true to their signatures. He adds by saying, “all of us had an unusual year – 2020, and through it, we have learnt some wonderful lessons. Now is the time to wake-up and be appreciative of what we have and create more and more.”
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