Luxebook August 2022

A home for fashion, photography and art JJ Valaya reflects on completing 30 years in fashion, and his venture into decor BY PAYEL MA JUMDAR UPRETI D elhi-based JJ Valaya, couturier, maximalist and icon for the well-heeled for decades now, is a father figure for the Indian fashion industry, a true pioneer. Valaya marked 30 years in the fashion industry with his grandiose show at the India Couture Week held in Delhi recently. However earlier, this year saw him venturing into a new direction, as the JJ Valaya Home launched with his experience store at JJ Marriott Hotel, Aerocity, in Delhi. LuxeBook caught up with him at The World of Valaya to introspect his venture into home décor, and his take on what it takes to make a home. The store itself is a behemoth, over 12,000 sq ft, spread across two floors. It incorporates different sections for the entire spectrum of Valaya’s interests. More than a store, it encompasses his passion project, where one can experience the whole gamut of his different interests, from fashion, to décor to photography. It does feel like one is invited to his house when you enter. A home tour Rather than segmented décor items or sections, the brand has ventured into curating holistic home solutions for interested parties, of course dipped in the Valaya aesthetic. In the same spirit, a curved staircase draws the eye away from a gorgeous crystal chandelier, placed right in front of an equally ornate mirror right as one enters. Valaya hasn’t held back when it comes to mixing styles, motifs and elements, in a confident display of his mastery over aesthetics. Art deco elements are interspersed with oriental motifs in the staged drawing room, brimming with curiosities. Antiques, sourced from the Jewish market in Kochi sit amongst sherwanis lined up for their final wearers. The numerous chandeliers reflect off the polished floors and ornate mirrors. Black-and-white is generously used across floors, parapets and showpieces to give a regal effect. His signature tapestries hung across walls are well- matched by the latest collection on the racks next door. The store includes a complete dining-living-bedroom- parlour set, decorated according to the Valaya aesthetic. The soft furnishings are collaborations with some brands they have endorsed – for instance, the rugs and carpets are all by the luxury brand OBEETEE, and the brand is soon keen on getting their own lighting design. Jumping into the décor space was an organic move, according to Valaya, “I’ve always had signature tapestries, which I’ve been doing for a while now. Leela Palace in Chanakyapuri 20| L U X E B O O K | A U G U S T 2 0 2 2 A U G U S T 2 0 2 2 | L U X E B O O K | 21 ART AND AESTHETICS