Indian Couturier JJ Valaya Debuts New Collection Made With Vegan Silk At Lakme Fashion Week

The House of JJ Valaya is celebrating 30 successful years in the fashion industry and is steering towards more sustainable collections with the launch of a bridge-to-luxury brand called JJV. The new brand debuted their eco-conscious collection made from a vegan silk alternative TENCEL™ LUXE at the FDCI x Lakme Fashion week.

THE FABRIC

Derived from renewable wood sources in a closed-loop lyocell process, TENCEL™ LUXE filament yarn is set to define the landscape of luxury fashion with its silky smoothness, liquid-like drape, color vibrancy and yarn strength.

Speaking on the partnership, Mr. Vineet Singhal, VP – Global, BU Noble Fibers, said “JJV symbolizes the values TENCEL™ LUXE stands for which is conscious luxury, durability, ability to stand the test of time along with a rich regal feel, very similar to silk. Indeed, TENCEL LUXE is a sustainable, eco-friendly, and vegan alternative to silk. We are glad to collaborate with JJV for this landmark collection in their journey.”

THE COLLECTION

Inspired by the Ottoman Empire’s conquest in the present-day Balkans, the collection features graphic prints along with monochromes and chevron stripes in modern silhouettes.

The collection is meant to be JJ Valaya’s foray into the bridge-to-luxury with a focus on conscious luxury.

Image Courtesy: FDCI Facebook Page

On the move to make a sustainable collection JJ Valaya said, “I think it is important to remember that it is our planet, it is our moral duty to do as much as we can to make sure that it remains a fabulous place for us and for generations to come.”

Image Courtesy: FDCI Facebook Page

JJV is an occasion wear brand that steers clear of Valaya’s usually heavily embroidered ensembles to give the wearer a unique sense of personal style.

“This kind of movement is the way forwards and I strongly believe in the way wearable luxury is going to be seen in India,” he added.

Like this? Read: Q&A: Why Silk is NOT vegan!

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