Trailblazing British south Asian designer, Priya Ahluwalia, presents at London Fashion week

British fashion designer Priya Ahluwalia has roots in both India and Nigeria and so to celebrate this rich heritage and the influence of each country’s film industry on her, Priya named her first physical show at London Fashion Week last month, From Bollywood to Hollywood.

The forward-thinking brand, named Ahluwalia, includes both menswear and womenswear and is determinedly diverse and inclusive from sourcing materials to casting models, marketing and corporate structure. In fact, her LFW show was the first of it’s kind to exhibit only black and brown models, which the casting agent says was difficult because there is such a lack of diversity in the industry.

The collection she says, is “influenced by the heady imagery and dramatic plots of traditional Indian and Nigerian storytelling.” Much of her work is influenced by art, music and literature. From Bollywood to Nollywood is Ahluwalia’s love letter to the films that informed her youth, placing them on a shiny pedestal for all to enjoy. And indeed, the show was a resounding success.

Since launching her brand in 2018 after graduating from the University of Westminister’s MA Menswear course, Priya has achieved incredible success. She has released two books; Sweet Lassi and Jalebi, has won countless awards including the H&M Design Award in 2019, was named on the Forbes 30 under 30 European Arts and Culture list, was named as one of the joint winners of the LVMH Prize 2020 and this year won the Queen Elizabeth II Award for British Design and was recognised as a Leader of Change at the British Fashion Awards 2021. All of this alongside releasing 10 collections, four short films and designing Shezad Dawood’s performance art piece at Frieze Art Festival in 2019!

The brand has a strong identity and aside from diversity, is key on championing sustainability, repurposing vintage and surplus clothing. This interest in sustainability began when, during her degree, Priya visited family in Lagos, Nigeria where she noticed traders wearing British clothing. Looking into it, she discovered that second hand clothes from the west often ended up here. Today, Ahluwalia’s garments are made at female-owned factories and in countries like India, Tunisia and Nigeria.