“Circle back to the mid-’90s, and you’ll know that we were perhaps the first Indian fashion house to launch a website. This was at a time when we had only just been introduced to the internet,” says JJ Valaya to Vogue, painting the premise of the label’s tech-savviness since the get-go. Now, on August 27, 2020, the celebrated couturier marks the debut of his e-commerce website, Valaya.com. In today’s changing environment, conventional consumer culture has received a digital update, making e-commerce a core component for businesses to work seamlessly. “It was always a part of my post-sabbatical plan; the only change being that it now precedes the launch of our flagship experience, the World of JJ Valaya, in early 2021,” he says.

The website has a curation of high fashion, accessories, luxury interiors and lifestyle. “Since we are a cohesive brand, it was important to offer a holistic, bespoke experience. The primary focus will of course be on fashion and jewellery. And some services like interior design will be launched in about six months. There’s also an art tab, for the photographer side of me to project my works. Moreover, there’s a timeline section that covers our three-decade-long trajectory,” he elaborates.

The website will serve womenswear including couture lehengas, saris, kurta, skirt sets and also gilets and jackets. Speaking of the highlights of Valaya.com, he throws light on the new IKA jacket. “We unveiled our signature Alika jacket in 2010—a high-fashion piece that’s made-to-order. Now, inspired by that classic cover-up, we have introduced its prêt version called IKA. The idea was to maximise the wearability and create an option that can take you from day to night. Every piece will be reversible; so you have two jackets in one style,” JJ Valaya chimes in. The best part, he discloses, is that it comes in a DIY format, where “you can choose your preferred colour, print and embroidery. You can also play with the finishes like the piping and other embellishments to completely design and customise the jacket in keeping with your personal aesthetic.”