What’s your outlook for 2021?
I am confident that things will change for the better and we as a nation, and as a planet, will emerge more appreciative and grateful. This year, I am most excited about our upcoming flagship store, ‘The World of Valaya’, which opens later this year in Delhi. The World of Valaya is extremely special and close to my heart because it will showcase three core expressions that define me, which are: Fashion, Home & Photography. Besides this, we are eagerly looking forward to exploring the virtual world in all its entirety. Also, after my Hollywood collaboration for ‘Coming 2 America’, we are now working on a second prestigious international production. Watch this space for details in the months to come.
What changes will Covid bring on the fashion scene?
The pandemic time has been tough for all. However, it is also heartening to see the strength of the human spirit. In terms of business, every segment and industry has undoubtedly suffered losses. Having said that, even though Covid has unquestionably slowed things down a tad bit on the work front for the industry at large, we were fortunate to experience a wonderful recovery in the non-Covid months. This is due to the fact that the spirit of the Indian weddings has remain unaffected, with the bride and groom, along with their families still wishing to look their best. Since weddings are a primary segment for the House of Valaya, this has been a welcome boon.
What are the highlights of your latest collection? What is it called? What about the Ottoman collection?
Bursa, our current collection is inspired by the Ottoman Empire and is an evolved collection which plays with a variety of lush silks and other fabrics. We have also added contemporary twists in our surface ornamentation with the use of faux leather and other modern materials along with our age-old embroideries and details. Elegantly cut blouses with interesting necklines and puffed sleeves along with the use of tulle and organza further accentuate the spirit of the collection. There are several unique signatures also incorporated such as the EMROOZ border (Emrooz means ‘Today’ in Persian), our timeless and forever evolving bejeweled border since the last 2 decades.
In the current scenario, how will you be reaching out to your clientele?
The digital world has been a phenomenon that has been opening doors for the world at an unprecedented pace. With the pandemic, and the resultant restrictions, the world has adopted the digital age even faster. We have always prioritized satisfying our clients to the best of our ability and one cannot ignore a strong virtual presence any longer. Therefore, we relaunched our website last year, the response to which has been tremendous which is extremely heart-warming. Along with the website, we are equally active on all our social media platforms and keep our audiences engaged.
Other than digital platforms, we enjoy an immensely dedicated client base due to the three wonderful decades that we have spent in the industry. We are truly grateful to all our clients who have constantly been supporting us. Contradictory to the people complaining about poor business opportunities, we believe that everything passes and one just has to focus and persevere.
How has the couture market changed over the decades?
Design is ever-changing, with newness hitting the market every now and then, but style endures. In couture, it’s a sophisticated pace of change which gracefully evolves rather than shock. A brand’s ethos should never be compromised and yet, it has to be alive to the demands of the market. Therefore, whilst it is indeed very important to move ahead and adapt to change, it is equally important to stick to your core and not lose your way. For us, it is this journey of evolution which is exciting and thankfully, we have championed it successfully for nearly 30 years. Even today, I am excited about every new collection we design, every new swatch we develop, every new campaign we shoot and every new masterpiece we create!
