Words Kirk Truman
Portraits Sandra Vijandi
“…the way in which my grandfather sought to push boundaries are now obsolete; they’re no longer provocative. I want to continue his avant-garde legacy through the arts.”
We owe much assumption to age. The older we grow, the weaker we are regarded; whereas the young are assigned wild clichés of unproductiveness, disorganisation and impracticality. Though I cannot thoroughly assure you that this young lady is wholly a Venus, there is no denying that age is no measure of assurance, guarantee or reliability. With a heritage almost like no other here in Soho, the remarkable 23 year old India Rose James is riddled with the charm and experimental nature of her grandfather, with an undeniable affection for her neighbourhood and a fleet of ambitions her age is sure not to halt.
There is no denying India’s youthfulness, though she is by no means uncaring or typecast for her age. Her beauty, the pink-tinge to her lengthy blonde hair is captivating and her height startling, it is no wonder she has found herself modelling for minimalist streetwear brand Goodhood, and a line of swimwear by Sorapol. It is easy to note that India is as ambitious and courageous as all young women, though equally it is difficult to distract oneself from the unimaginable privilege of her life which still has neither acted as obstacle nor distraction from her youth or ambitions: a youth that, despite its privileges, has also seen tragedy with the untimely death of her mother when India was just 9 months old.
Whereas the reputable Paul Raymond began his career applying his talents to showcasing sexual entertainment throughout Soho’s clubs and creating a chain of top-shelf publications, India has re-fashioned his legacy via the arts as a gallerist staying true to her family heritage in entertainment, pushing the limits and making ideas a reality. “I think people realise that the times have changed, and the way in which my grandfather sought to push boundaries are now obsolete; they’re no longer provocative. I want to continue his avant-garde legacy through the arts,” she tells me.
After Raymond’s passing in 2008, his legacy was handed down to India and her half-sister, Fawn. With Fawn and her father John James operating Soho Estates (the company which helms Raymond’s Soho property empire), India’s dream to turn her long-term passion for the arts into a career has been realised in the form of a business venture, the newly opened Soho Revue Gallery: a joint project between India and Will Pelham. India’s motive for starting the gallery is neither strictly for it as a business venture nor passion as a project, but from an underlying want to support young talent, and keep the ideological spirit of Soho itself alive. “I’d always been interested in the arts and, specifically, in Soho’s place within an artistic conversation. The area has always had a strong counter-cultural imperative, but young artists ran the risk of losing ground to the cultural establishment. I wanted to give the best in young talent a platform to share their ideas; to allow non-establishment artists an establishment space. It’s so important to me to keep the vigour and dynamism within Soho’s artistic practice,” she professes.
Its title, a nod to the now diminished Raymond Revuebar, being a reminder of Soho’s heritage; the gallery based on Greek street has been well received by the Soho neighbourhood. India is keen to work with the people of the area in helping to promote and protect the culture and identity of Soho as a whole, not to mention support young artists in their careers. “The response has been fantastic. It’s rare that people respond negatively to any sort of cultural injection within an area. However, because our raison d’etre is to support artists at the beginning of their careers, we’ve garnered even more good will. Everyone pops in to say ‘hi’; there’s a real sense of community spirit in the area. We’re always keen to get involved in any projects that promote Soho, particularly as a cultural destination. The aim of the gallery is to help to keep the arts in Soho fresh and sustainable. I think we’re fulfilling that role.” She says on the gallery.
It is easy to forget that India owns much of the Soho we know and admire. I was surprised, for instance, to find out that she’s not only the youngest owner of a Howard Hodgkin piece, but numerous other pieces of art. It is safe to assume that her desire for collecting art rivals that of her grandfather’s, who sought to collect properties.
Her grandfather’s legacy is one India is sure to not only continue, but redefine in Soho’s years to come. Not only by helping to promote the neighbourhood as a cultural destination, but in its preservation – playing a significant role in the reopening of Madame JoJo’s. Though, running the gallery is currently the primary focus. “My grandfather’s legacy was one of having fun and pushing boundaries. This is exactly the legacy that we want to continue within the Soho Revue. I think it’s important to maintain focus and not to get ahead of myself. Right now, my only thought is to promoting the careers of the artists that the gallery represents. It’s too new a venture to allow myself to get distracted by other plans. I have to give the Soho Revue all of my attention.” Her home and her playground, India insists she plans to remain in Soho for the long run. Soho has indeed found its queen.