When it comes to luxury menswear, everyone from Tolly sensation Dev to B-town hotsteppers, trust Yajy by Aditya Jain - but there's a very good reason for that. Jain had observed the need for a diverse and well-curated line-up of statement apparel for men, and has personally felt the gap when he wanted to style himself.
"When I was in college, I was keenly into fashion, I had a very successful blog and I obviously wanted to stand out in terms of fashion and personal styling, but there was a dearth of labels who were catering to the whole spectrum of menswear needs. Yajy came up to fill that void; I wanted to make men beautiful, let them experiment with cuts, colours, trends. Why shouldn't grooms get just as many options as the brides?" Jain tells us.
The autumn/winter collection by Yajy is called Modern Imperial and brings together edgy contemporary silhouettes with an old school finish. The line-up features an impressive line-up of occasion wear and groom wear designed to capture the ever-curious imagination of millennial men.
“My new collection makes unusual use of colours, like champagne tones, nude shades, and some darker hues. The millennial man wants to keep it fresh and wants to look distinguished, and they’re looking for a different look for every occasion, even when it comes to the wedding fashion memo. Yajy is a one-stop-shop for every fashion, styling and accessorising needs in menswear, be it vintage sherwanis, or dressy formals or something Indo-westerm. We’ve even started out own footwear line featuring festive juttis. Many of my clients would come up to me and tell me they wish my apparel were styled with better footwear, so it just made sense,” Jain tells us.
If you haven’t noticed model-turned-actor Abhinav Shukla winning Instagram in Jain’s spectacularly draped asymmetrical cowl kurta, you couldn’t possibly have missed Dev sporting a classic tux during an award show recently; the label has garnered incredible attention owing to its thoughtful approach to occasionwear. The cowl kurta, for instance, is one of Yajy’s best-selling numbers which comes with a flap detailing and interesting hem, and can be teamed up with a churidar and dressy jackets. “Silk is a great fabric for us, as the cowl detailing comes through flawlessly with silks; we also use linens for people who want something breezier, and of course, there’s jacquard for Indo-western ensembles,” we are told.
We also found some paisley print jackets and colour blocked numbers; one of Yajy’s freshest numbers is the jacket with attached waist-coat flap, detailed with paisley prints, which actually gives you a vibe of a three-piece ensemble. On Yajy’s Instagram page, one such jacket has been styled with a pair of simple white polo pants, to give it a contemporary finish.
“Now, thanks to social media, everyone wants to be a trend-setter and make their own statements; men are looking for that cardinal element which can distinguish them from others and Yajy gives them that option,” Jain remarks. Yajy by Aditya Jain’s range starts from Rs 9,500 and you can browse his collections at his Landsdowne outlet.