world full of nostalgia

“Instagram makes sure I have a store in every country in the world, but one has to come here to experience true luxury.”

By here he means his newly opened 12,000 sq ft World of Valaya store at JW Marriott in Aerocity, New Delhi. For more than two years, it features a full spectrum of the designer’s personality on display: clothing, antique collectibles and his experiments with black and white photography.

“Technology is very important today, and we intend to sell virtually as well, but a luxury shopping experience in an old-school retail setting is still the best experience,” says Valaya. First, a distinct aroma of jasmine pervades each room, underscoring the designer’s belief that a luxury shopping experience isn’t just about fabric, workmanship or price point: it should soothe and convince the buyer of every emotion.

Woman is a bare wall. Vintage clothes and hand-painted scenes cover the entire length and width of this maze of a store. A new-bridge-to-luxury fashion brand: JJV (made from eco-conscious textile Tencel Luxe), which debuted at the recently concluded FDCI x Lakme Fashion Week, is in the inaugural section featuring Valaya’s most accessible line , which starts from ₹ 15,000.

As you walk up the Art Deco-inspired staircase to the den level, a historic war chest welcomes you: it stands at the opening of the larger-than-life hoarder lobby. The walls are built using original ancient Jamwar shawls. refrains from trying to calculate the cost of this effort; Their value increases with the age of deposits.

Valaya’s signature chevron patterned ceiling is decorated with pendant lights to show that the home features lighting designs as part of their larger interior design portfolio. (Just in time; the pandemic and lockdown made home design and interiors one of the most lucrative markets) At the center of the store is a life-size wooden church altar. A bar room is the living room space that houses statement chaises, sofas, and antique collectibles, including rare statues of Indian gods from across the country and the world.

Valaya has often said that his true legacy is rediscovering inspiration from lost empires and civilizations. The Spice Route and the Ottoman Empire have found many references in their collections over the years and while the clothing lines are Indian, the inspiration for them comes from all over the world; An idea he carries forward with his internal offerings at the store.

Bridal and occasion-wear collections are at left. A ‘Museum’ section displays single-edition masterpieces. These are bridal motifs, each over 20 kilograms seeing minimal embroidery and craft. They are decorated and displayed with their dupatta in the form of tapestry. Each can be classified a collectible in its own right, and can take months, if not years, to conceptualize and execute.

The signatures from their house – the Alika and Ika jackets – are there for you to style it your way. The menswear offering is as big as women’s clothing and includes their famous jhalamand shirts and menswear accessories with brightly printed and embroidered sherwani, bandhgala and kurta sets.

However, the really motivating section in the store is the Precious Jewelery Private Lounge set up in association with Chandigarh’s Jagdish Jewelers (since 1866). “We have realized that brides now expect us to participate in their full form; And a juxtaposition between clothing and jewelry is important. It seemed imperative to have a great jewelery section that furthers our sensibility,” explains Valaya.

Original Burmese rubies, Zambian emeralds and Basra pearls crafted in a vintage-style, one-time statement jewelry set suitable for royalty. The pieces are suitable for a time capsule. The craftsmanship is unparalleled and requires a second look to really take on their essence and fine design.

On a personal tour of the store, Valaya declared, “Timelessness is an essential requirement for true luxury.” Celebrating her 30th year in the business, she says seeing young brides return to the studio to revamp their mother’s bridal lehenga, which she designed 25 years ago, is a true testament to her design philosophy .

Given the scale of their work, it is clear that they must have engaged several groups of artisans; However any deep conversations on crafts and textiles are shut down. “I’m not a historian, but may I offer you something dramatic enough to be part of my celebration? That’s the real mission.”

Given the times we live in, and the changing face of bridal wear—one that leans toward weave, lightness, and wearability, one wonders whether you’d see Valaya or another couture brand’s landmark from the lens of 2022. How do you view inspired offerings? The brand has always been a maximalist, but its designs—both the human body and the home—don’t match much, or some inspired texture meets print context. It really is her luxury detail and how much she is able to offer through a single glance. Even a collection of his black and white photos on sale; Portraits shot in studios and in the streets mounted on fabric canvas, then embroidered and embellished with hand-painted designs.

It clearly means that shopping at Valaya brand is not just about fashion, especially now that the store offers a full spectrum of things. There is a museum-worthy quality to his sensibility. The brand serves as a custodian of a bygone era. Buying a piece of Valaya is probably to keep history alive. As we end the tour, Valaya shared candidly, once the Queen of the then ruling family of Kapurthala entered his studio and declared, “You are the future of the past.” Actually.