JJ Valaya celebrates three decades in fashion with retrospective

By

Isabelle Crossley

Published
Jul 19, 2022

Couturier JJ Valaya will celebrate his eponymous brand’s 30th anniversary on July 24 and is documenting his brand’s history with a digital retrospective while expanding distribution of his new bridge-to-luxury line. 

JJ Valaya has launched his new bridge-to-luxury occasion wear brand JJV Kapurthala on multi-brand luxury Indian fashion e-commerce platform Pernia’s Pop-Up Shop, the business announced on Facebook on July 18. The line, “features eco-conscious ensembles brimming with grandeur” announced Pernia’s Pop-Up Shop. 
 
JJV Kapurthala has also launched a dedicated Instagram account to showcase its new youth oriented formal wear including graphic sarees and boldly tailored lehengas. The line is designed to make JJ Valaya’s signature style accessible to a wider, younger audience as the brand caters to the next generation of shoppers in India. 

The brand is planning to launch a number of celebrations on its 30th birthday this Sunday, it announced on Facebook. In the run up, Valaya has shared photos from his brand’s archives ranging from winning the KLM-sponsored National Institute of Fashion Technology award in 1993 to joining designers Rohit Bal and Tarun Tahiliani for a fashion show in Dubai.
 
“Though I began working on JJ Valaya in 1991, I consider it officially launched in 1992 when my brother TJ Singh joined me,” Valaya announced on Facebook, sharing a digital retrospective of his brand’s history. “This relationship, both as brothers and as business partners has only grown stronger since then… We thank you for being an important part of our legacy and look forward to many more decades of creative expression and excellence.”