Indian couturier and interior designer JJ Valaya’s mission in life is to build spaces where people feel good about themselves. “I don’t believe in just building walls or having a sense of decor with preconceived notions. The world is full of amazing inspiration, and bringing it all together and presenting it in a modern way is my mission,” he says. The monarch of Indian fashion has been hailed for his ethical adoption of vegan textiles too. “Inspiration just happens. Keep your mind open and everything will flow. It is very important to believe in yourself and what you do,” he gushes.
In the sixth episode of The Artboard by Artize, created in collaboration with AD, we get a sneak peek into the world of JJ Valaya, whose first loves are both fashion and interiors.
The Artboard by Artize: JJ Valaya
Luxury bath brand, Artize is the epitome of modern design that incorporates vignettes from history. Through this evocative video series titled The Artboard, the brand has successfully captured the vision and design philosophy of India’s renowned architects and designers. In this episode, we get a glimpse of what goes on behind the scenes at the JJ Valaya house of fashion and design.
JJ Valaya’s design outlook
Playfully addressing himself as the ‘Misfit Maharaja’, Valaya describes his design principles as ‘extremely edgy’. He says, “It is a very simple philosophy: Go back to the past and keep it relevant to today.” Something that aligns perfectly with Artize’s brand philosophy, too.
He adds, “We have been doing our signature tapestries for over 20 years. We’ve done licensed lines of tiles, carpets, textiles, etc. But this is the first time we have got together and created a space-oriented experience centre where we can show the brand’s DNA in its entirety. And this is wildly exciting for me.”
Speaking about why trends matter, the fashion designer adds, “They keep the buzz of fashion and design alive. When we are dealing with luxury, it is all about timelessness and endurance. That is a principle I follow. In modern times, to be able to relate to an audience which is looking at design from a completely new perspective, it is very important to work on a look that is neoclassical modern.”
That’s where Artize’s unique collection of VIC – Modern Neo-classic design ties in perfectly with this mogul of Indian fashion’s ideologies. To put it plainly, VIC is a combination of the essential and minimalistic soul of modernism and the elegant and rich soul of classicism. A bespoke blend of contemporary and classical, the new collection is a showcase of lyrical and detailed aesthetics. From luxury bath fittings to bathtubs and more, the collection encapsulates everything.
Artize reinterprets iconicity through geometric shapes—a distinctive characteristic that sets the tone of this range with an exuberant attitude. Pure geometric shapes and retro elements produce an aristocratic line.
Through The Artboard, Artize continues to celebrate the best of Indian art, architecture and design, inspiring connoisseurs across the country.
Watch the full episode here. To learn more about Artize and its design philosophy, click here.
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