Swarovski celebrates 25 years of JJ Valaya with The Alika Project
January 4, 2018: Indian fashion couturier, JJ Valaya, marked the completion of 25 years in Indian fashion with The Alika Project. The event also celebrated the brand’s long-standing association with Swarovski. An evening was hosted at the Bikaner House to commemorate this milestone with a unique exhibit of 25 Alika jackets, created by the House of Valaya, but styled by 24 leading creative influencers of India in addition to one, The Black Bride, which is an all Valaya look.
JJ Valaya has created 25 special editions of the ALIKA, using his signature embroideries, detailing and crystals from Swarovski. Each jacket represents one year of the 25 years of House of Valaya’s outstanding journey. Conceptualized in 2010, a cross between a shirt and a jacket, the ALIKA loosely shares its DNA with the Indian traditional garment, the 'Sadri'. Each design includes crystals chosen by JJ Valaya from the Swarovski library including the Scarlet Red, pacific opal, crystal with pearl hot fix along with sew-ons and fancy stones in colors of Gold patina, Luminous Green and crystal Golden shadow.
Black has always been a colour of contradiction, and Mr Valaya’s special edition of the ALIKA, which showcases his signature ‘Shifting leaves’ chevron, plays on this duality to make a subtle statement. “The Black Bride is a paradox and we hope that in this spirit of finding positivity amidst all the negativity that surrounds us today, she is a silent prayer for peace and tranquility,” the official statement said.
JJ Valaya collaborated with Alpana –Neeraj, Amrapali, Antar Agni, Archana Rao, Dhruv Kapoor, Eka, Ekaya, Akaaro - Gaurav Jai Gupta, Gautam Kalra, Ikai, Malini Banerji, Nappa Dori – Gautam Seth, Nicobar, Payal Pratap Singh, Pernia Qureshi, Pero, Peter D’ascoli, Punit Jasuja, Rimzim Dadu, Shivan & Narresh, Suket Dhir, Sumant Jayakrishnan, Swati & Sunaina, Tanira Sethi for the project.