The Royal Designs of Valaya
By Amit Sethi

Swarovski Crystal Components Business presented JJ Valaya’s fall winter 2004-05 collection, ‘ETHNOSPHERE;’ translating the realm of style and the web of human culture around the world at Le Meridien today. JJ Valaya’s overriding fashion message for this season is the co-existence of the rough with the smooth, of despair with hope and of evil with good. The collection moves beyond mundane utilitarianism and tweaks itself into its contemporary avatar.

The show was the epitome of glamour, showcasing a vast array of creative styles and featured the diverse trends via both labels- JJ Valaya and Studio Valaya for both men and women. The VALAYA Fall Winter Collection strikes a balance of the creative, the wearable and the commercial, by showcasing unusual embroidery and surface ornamentation techniques combined effectively with a multitude of new Swarovski crystal components.

	Valaya Fall Collection
	JJ Valaya's Website

Swarovski has been working with the House of Valaya for over four years now. This fall collection also marked the launch of Swarovski’s hottest colour of the season “KHAKI”, after its successful international launch at the Mod A’Mont in Paris, earlier this month. Khaki has been voted by Vogue as “the” look for the coming season and Swarovski, the world’s leading manufacturer of full cut crystal and an essential fashion ingredient to the ramps worldwide, was quick to launch the colour globally to cater to the ever growing needs of its business partners. JJ Valaya’s Fall Winter collection showcases the colour in all its resplendence.

JJ Valaya also launches the first ever consumer awareness campaign from Swarovski CCB the CRYSTALLIZED™ WITH SWAROVSKI® Label that certifies that all crystal components used in a product are exclusively and genuine Swarovski crystal and meet the exacting criteria of the Swarovski brand. The Quality Branding Initiative is simultaneously being launched by top international brand globally.

The VALAYA Fall Winter Collection showcases deep colours of the forest, the spices and jewel tones and yet has shades of pastels and neutrals like taupe, ivory and antique gold highlighted by Swarovski crystal. The collection comprised of five well thought out directions–

MONGOLIA – We condemn the killing by Chinghiz Khan but choose to focus instead on the great Barbarian’s fascinating country and its people who once nearly conquered half the world. An interesting collection of blends. The usage of Rib knit with the finest of georgettes….canvas, washed and embroidered clubbed with custom prints, leather (faux) and turquoise beads.

THE PRINCE OF POTPOURRI - The Royalty that was… but with a twist... Imbibing interesting Influences from the British Raj... India India! Tulle, tanchoi and tartan….a wicked combination, which highlights the interesting styles that emerged from this unique marriage.

LA FEMME FAKIR - Mysticism... It’s a throwback to another world but then again, what a world it is. Mashru, the rugged fabric from Gujarat finds itself in the august company of antique brocade, gossamer sheers and the intricacies of henna designs.

SHAMIANA - What severe contradictions. Shamianas were used by the Mughals in their most splendid avatars and yet they now shelter the Homeless. A tribute to the craft of Appliqué…reversible jackets, fine resham and pure elegance. Fine quilting and amber tassels.

FROM DAWN TO DECADENCE - The Great Roman Empire and its unfortunate journey from glory to decadence and debauchery. Pastel tones with antique moquaish and fine thread work….chiffons, georgettes and organza….scraggy edges and Swarovski crystal strands.

Speaking on the occasion Mr. Sanjay Sharma, Country Manager, Swarovski CCB said, “Through our association with Indian fashion in the past four years, Swarovski has managed to position the versatility of crystal components on Indian couture and promote high fashion fusion in the country.”