Delhi, 15th March 2024 : The bridge-to-luxury line, JJV. Kapurthala by JJ Valaya was presented with great aplomb by R|ElanTM to end the Sustainable Fashion Day yesterday evening at Lakme Fashion Week in partnership with FDCI. The event took place at Jio World Convention Centre, situated at Bandra Kurla Complex, Mumbai. Jio World Convention Centre is one of India’s foremost convention & exhibition centres and a leading destination for conventions, exhibitions and social events spanning over 1 million sq.ft. Since its launch in Mar 2022, the Centre has hosted over 1300+ events and experienced a footfall over 2.5 million.
Perfectly integrating the concept of conscious luxury, the RIElanTM and JJV collaboration was a look that projected a bygone era of grandeur with modern influences. Partnering with R|Elan, JJV embraced eco-friendly fabrics like R| ElanTM GreenGold, crafted from recycled PET bottles, and innovative technologies such as R|ElanTM Kooltex, ensuring both style and sustainability. From reducing textile waste to enhancing garment performance, JJV seamlessly integrated ethical practices into its design ethos.
Commenting on the collaboration, Mr. Hemant D. Sharma, President – Polyester, Reliance Industries Limited (RIL), said, “RIL’s collaboration with JJ Valaya’s JJV. Kapurthala exemplifies our commitment to nurturing the best talent while advancing sustainability and circularity in the textile and fashion industry. By integrating R/ElanTM eco-conscious fabrics and innovative technologies, we have not only fostered a new wave of creativity in the luxury segment but also championed sustainable and circular concepts throughout the value chain.”
Designer JJ Valaya shares, “It was a pleasure to work with exquisite fabrics in putting together our new line, especially when those fabrics champion sustainability. R/ElanTM fabrics have beautifully complemented our prints and cuts, offering versatility and diverse weights that adapt well to various silhouettes from our stable.”
This season’s collection from JJV. Kapurthala called ‘Char’ (‘- Four in Punjabi) encompassed the perennial spirit of travel dressing for occasions, which also defines the core of the brand ideology.
The JJV.Kapurthala “Char” collection brought the glory of celebrated styles without the burden of heavy embellishments. It was occasion wear inspired by the personal travelogues of the fame Maharaja Jagjit Singh of Kapurthala. The JJV brand with the innovations of R|ElanTM wove a great fashion narrative inspired by a ruler who transcended borders and brought a symphony of cultures, elegance and grace into the country.
For women’s wear the rich multi printed lehengas with discreet, glittering cholis will be ideal traditional wear. The colourful, striped saris with delicate borders, cinched at the waist with the popular Valaya belts were teamed with matching cholis and at times topped with Valaya’s famed Ika jackets. The long, line kurta with traditional circular motifs was cleverly teamed with striped pants in matching colours.
Men’s wear was simple and elegant with just a hint of detailing. The multi coloured, vertically, stripped kurta- shirt with two patch pockets set the look of the line. The sleek, black, bundgala jacket with contrast, piped, patch pockets were teamed with matching pants and a multi-striped shirt for an added accent.
The look was aimed at the contemporary buyers who desire ensembles that speak a traditional yet unconventional language. The travel inspired looks offered creations that could move with stylish ease globally. It was a grand amalgamation of colours, textures and styles with JJV’s characteristic signature – the Shifting Leaves Chevron making an impressive appearance.
The JJV. Kapurthala “Char” collection unveiled a stylish story with elegance as it chalked an exciting fashion journey with R| ElanTM when tradition and luxury embraced innovation for conscious dressing.
About The House of Lakme:
The House of Lakmē, is India’s no.1 colour cosmetics and leading premium skincare brand from Hindustan Unilever Ltd. The brand has been the pioneer of make-up and colour cosmetics in India since 1952 with 1000+ SKUS that push the trendsetting envelope of beauty and fashion. Combining international cosmetic technology with an in-depth understanding of the Indian consumer’s needs, the House of Lakme offers a comprehensive beauty experience through its extensive product portfolio, for fashionistas to embrace beauty unapologetically. For further information log on to www.Lakmeindia.com.
About Fashion Design Council of India (FDCI):
A non-profit organisation, the Fashion Design Council of India (FDCI), is the apex body of fashion design in India, represented by over 400 members. Founded on the premise of promoting, nurturing, and representing the best of fashion and design talent in the country; its prime objective is to propagate the business of fashion. FDCI stays true to its commitment to promote the ‘Make in India’ label as handlooms take centre stage, in a country, who’s heritage is soaked in the flavours of indigenous crafts. For more information, please visit: www.fdci.org
About The Author
More Stories
Industrial & Warehousing Demand Remains Healthy With About 13 Mn Sq Ft Of Leasing In H1 2024 – Colliers.
DS HQ Retains Global Leadership As World’s 1 LEED Platinum Certified Green Building.
Spinny Partners Triples Dealer Network, Surpasses 9,000 Active Dealer Partners.