JJ Valaya wins PETA vegan award for new label JJV

By

Isabelle Crossley

Published
Dec 15, 2022

Indian couturier and designer JJ Valaya has won the People for the Ethical Treatment of Animals Vegan Fashion Award for ‘Best Vegan Fashion Moment’. Valaya was presented with the award for launching new bridge to luxury label JJV. 

JJ Valaya has been praised by animal welfare organisation PETA for his adoption of vegan textiles, PR Newswire reported. Known for his opulent traditional wear couture, Valaya has embraced sustainable fashion with his new ready-to-wear brand, which launched this year. 
 
JJ Valaya created JJV to make his designs accessible to a wider group of shoppers. The label’s designs are inspired by the travelogues of Maharaja Jagatjit Singh of Kapurthala, the designer has said about the line on Facebook. Valaya rendered his occasion wear in vegan silk using Austria-based textile business Tencel’s ‘Tencel Luxe’ vegan silk yarn, which has won PETA awards itself in the past, the Times of India reported. The textile is described by Tencel as 100% vegan and is made predominantly from trees. 

JJV recently launched new collection ‘The Art Deco Series’, inspired by sleek geometry and the brand’s signature smooth tailoring and strong lines, JJV announced on Instagram. With a colour palette of predominantly black and neutral hues, the collection features lehengas and sarees for women and kurtas and separates for men.