JJ Valaya `clicks` with the LFW audience

Mumbai: Celebrated designer JJ Valaya, who concluded day one of the Lakme Fashion Week (LFW) winter/festive 2011, presented a rich and opulent collection based on his love for photography.

The designer, who has been in the business of fashion for more than 20 years, launched himself as a fine art photographer this year, and hence also created a collection around his love for the art.

"The show was based around the moving colours of the still image. So it started with black and white, then went to sepia, then colour and finally futuristic. And in essence, this is the year when I have launched myself as a fine art photographer. So fashion, art, photography, all sort to akin to each other and that`s what the show was all about," Valaya told reporters here after the show.

Photography has had a hold on Valaya since his initiation into fashion but it is now that the designer has taken it up professionally.

"As long as I`ve been inclined towards fashion, I`ve been inclined towards photography. Since the time I joined my fashion school, I was already taking pictures. I used to shoot a lot. It`s been a passion throughout, but had become dormant for some time but now it`s back again," said Valaya.

The grand collection included jackets, sherwanis, bandgalas and breeches along with saris and lehengas with beautiful and luxurious embroidery.

Along with the clothes, music also played a very important role in elevating the show. Interesting instrumental pieces created an amazing atmosphere of art and fashion.

"Essentially, we are showmen. So when we are doing a show, we get 20 minutes to show at least eight months of work and it has to go beyond the realm of just clothes on models walking on the ramp. There has to be a feel, an aura, a scale to the whole thing and that is why music plays a vital role, because it stirs emotions," Valaya said.


By continuing to use the site, you agree to the use of cookies. You can find out more by clicking this link