JJ Valaya collaborates with Swarovski on The Alika Project
As part of the brand’s 25th anniversary celebrations, JJ Valaya has teamed up with Swarovski yet again for “The Alika Project” which sees the designer’s signature Alika jacket reinvented by himself and 24 other designers.
On December 20, JJ Valaya unveils his new capsule collection, 25 coats based on his signature Alika jacket. Valaya deigned one of these coats himself and picked 24 other Indian designers to each design one piece. All of the coats are generously embroidered with Swarovski crystals and are designed to celebrate both the brand’s quarter century and their long standing relationship with Swarovski.
“This year, we decided to take the Alika into new territories, said Valaya, “and in creating 25 special editions, each signifying one year of the 25 years of the brand, we decided to invite 24 creative individuals to come on board.” Valaya elaborated: “Be it fabric, silhouette, technique, craft or even their own spirit, these are those creative minds, who I believe, are successfully managing to interpret a new India in a distinct, modern and beautiful style of their own.”
Valaya photographed the collection himself and has chosen New Delhi’s Bikaner house to launch The Alika Project to a select audience. The event will be attended by JJ Valaya, ambassadors for Swarovski, and the other designers who worked on the project. These include Nappa Dori, Pernia Qureshi, Gaurav Gupta, Suket Dhir, Ekaya, Amrapali, Payal Pratap Singh, Archana Rao, and Tanira Sethi among others.
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