 |
| Diya Joukani |
Diya Joukani: The Mumbai Designer Redefining Streetwear
Diya Joukani, the 25-year-old creative force behind the brand DIYADIYA, is making waves internationally. Recently featured by SSENSE, Joukani discussed how her instinct-based design process and her love for Mumbai’s "loud" culture have shaped her growing fashion empire.
The Viral Runway Walks
Known online as "the cool girl from India," Diya has captured global attention through her unconventional marketing. Instead of traditional fashion shows, she performs runway walks in everyday Indian settings—on top of moving trucks, hanging off trains, and even walking on bulldozers.
A Brand Rooted in Culture
Launched in July 2024, DIYADIYA focuses on modern streetwear using traditional artisanal techniques. Joukani emphasizes that her goal is to "shine a light" on the incredible talent found within her city and country. Her creative process is entirely instinctual, often waking up in the middle of the night to create a new piece without a formal design plan.
The Rihanna Connection
Adding to her rising fame, Diya recently shared a viral reel with global superstar Rihanna during the Fenty Beauty launch in Mumbai. The two were seen sharing chai and a warm hug, further cementing Diya’s status as a key figure in the modern Indian fashion scene.
Comments
Post a Comment