Most admired fashion brand of the year joins hand with the monarch of Indian fashion
Wills Lifestyle,
ITC’s premium
fashion brand, today announced that
JJ Valaya – Czar of Indian
fashion industry will be the designer for the
Wills Lifestyle Grand Finale at the forthcoming
Wills Lifestyle India Fashion Week. The
collection for the finale - ‘Kingdom of Love’
will convey an indispensable declaration
abolishing all things negative and violent;
almost as an antidote to the gloom and doom of
today’s times.
JJ Valaya will
also create an exclusive collection for Wills
Lifestyle that will be retailed from Wills
Lifestyle stores across the country.
Announcing this
at the Wills Lifestyle store, South Extension,
Atul Chand, Divisional Chief Executive - ITC’s
Lifestyle Retailing Business Divison, said,
“Wills Lifestyle Grand Finale has always set new
benchmarks in creativity and have been a great
mix of fashion and entertainment. This season
one of India’s most distinguished and notable
fashion designers, JJ Valaya, will be taking the
same tradition forward and will create magic on
the ramp in his signature style.”
He further added,
“With these collaborations, we continue to
remain deeply committed towards building a
strong platform for Indian fashion and
furthering the agenda of promoting the Business
of Fashion. Our aim is to make designer wear
accessible and relevant to our customers by
partnering with some of the most respected names
in Indian fashion industry.”
Mr. Sunil Sethi,
President, FDCI
said, “We are delighted to have
JJ Valaya as the Wills Lifestyle Grand Finale
designer at the forthcoming edition of the Wills
Lifestyle India Fashion Week. He is one of the
most sought after designers in India, well known
for his excellence in design and clothing
construction and has had an exemplary design
career behind him.
He further added,
“JJ is the perfect choice for this, as his style
is larger than life and goes well with the
concept of the Wills Lifestyle Grand Finale. We
at FDCI appreciate the initiatives taken by
Wills Lifestyle to make designer wear more
accessible through these tie ups.”
Speaking on the
occasion,
JJ Valaya said, “It is indeed an honor
to be the Wills Lifestyle grand finale designer.
The Wills Lifestyle India Fashion Week platform
is a powerful one and I hope to be able to
create a collection that will delight the
patrons of the label. It is a significant
engagement between both the brands and I am sure
the audiences will be thrilled to view the show
and access the creations on display.”
He further
added, “The collection should hopefully put
across the sentiment that I personally believe
in…that life is all about positivity and
progression. Having said that I have always
believed that words can never quite replace the
feeling of watching a brilliant execution of an
inspiration unfurl before ones very eyes”
Firmly
entrenched in his throne, JJ Valaya dons the
mantle of the kingdom’s maverick maharaja and
claims that "He was thinking about how fickle
mortals today are…how easily they collapse under
pressure…and how decreased in the capacity to
fight back for what is rightfully theirs".
Deftly
combining the signature Valaya tailored jackets,
sensual jodhpurs and crisp tops worn with
detailed skirts crafted out of the finest of
fabrics, prints and ornamentation, the
collection of womenswear and menswear celebrates
Optimism, color and energy that seems mired in
the disturbed world of today. If one had to
brainstorm the quintessential formula for Valaya-
“the nomadic rockstar royal”, then, on the
pragmatic side, this richly layered collection
will separate out into dozens of delicious
separates and on the other, there are a whole
series of exceptional masterpieces.
The Wills Lifestyle Grand Finale will
take place on
Sunday, March 22, 2009
in
New Delhi
at
Intercontinental Eros Nehru Place.
