The eponymous menswear label founded by London-born Priya Ahluwalia in 2018 highlights her Indian and Nigerian heritage through a problem-solving design approach.

During trips to Nigeria and India, Priya Ahluwalia became aware of the consequences of fashion overproduction, from the dumping of Western-branded clothing on African countries to the manufacturing chain of exploitation in South Asia. After visiting Panipat, the garment recycling capital of the world in the north of Delhi, she decided to start her brand with sustainability at its core.

Ahluwalia’s design process reconsiders the traditional confines of menswear by blending sportswear with tailored silhouettes and using vintage and deadstock fabrics. By combining vibrant colors with Indian craftsmanship, she creates retro-flavored wearable pieces. Photography is also a significant element in Ahluwalia’s work, melding conceptual design with storytelling.

The designer in fact released a photography book alongside her graduate collection. Titled “Sweet Lassi”, the book chronicled her trips to Nigeria and India, as well as the waste of clothing generated by consumers. Her second book, “Jalebi”, drew on her own heritage by documenting the daily life of West London’s Punjabi community.

Priya Ahluwalia’s multidisciplinary creative work has awarded her the H&M Design Prize in 2019 and the LVMH design prize in 2020. With Gucci’s support, she was also able to showcase her first feature film called “Joy” during the 2020 Gucci Fest. Earlier this year, she received the Queen Elizabeth ll Award for British Design in recognition for her work as a champion of sustainability and diversity.

Ahluwalia defines her brand as a “curation of values” and has used it to disrupt the current fashion manufacturing system, while putting people, creativity and heritage at the forefront.

Image credits

Image 1

Parts of Me SS22 – Ahluwalia x @mulberryengland

Creative Director: @ahluwalia
Photographer: @laurenceellis
Models: @shadeakinbobola@youthmodels_ @jeandesiro@models1 @naomijanumala@models1
Stylist: @nellkalonji@webberrepresents
Hair Artist: @am_stagrams@bryantartists
Casting: @troy_casting
Movement Direction: @nat_zangi@kaneklendjian
Make Up Artist: @mata_marielle@clmagency
Manacurist: @laurenmichellepires@future_rep
Barber: @f4fade
Stylist Assistant:@rebeccaperlmutar
Hair Assistant: @kyosuketanzawa
Makeup Assistant: @hmubymarie
Manicurist Assistant: @amirainailstylist
Set Design: @studio_augmenta
Visual Design: @creamprojects
LED Screen: @emsevents1
Photo Assistant: @karolinaburlikowska
Retouch: @trueblackstudio
Men’s shoes: @grensonshoes
Ahluwalia Studio Manager: @femi_akinrinde
Design Assistant: @miss_eames
Production Company: @lgstudio_
Producer: @gracieyabsley
Production Manager: @chloe_la
Model Wrangler: @snxtchin
Production Assistant: @finnegan_travers
Production Assistant: @bykevincheung
Studio: @marylandstudiolndn


Image 3

Ahluwalia SS21 “Liberation”

Graphic Design: @office.of.dm
Photography: @joyceszeng
Styling: @nellkalonji
Styling Assistant: @spagmol
Casting: @troy_casting
Hair: @marimarilondon
Make up: @celiaburtonmakeup
Words: @dinobonacic
Shoes: @grensonshoes

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