Ahluwalia is the London-based menswear brand founded by Priya Ahluwalia. Of dual Indian-Nigerian descent she established her eponymous label in 2018 immediately after her graduation from the MA Menswear course at The University of Westminster. Ahluwalia’s ascent since then has been rapid; 2019 saw her win the coveted H&M Design Award and in 2020 she was selected as one of the eight brands to win the prestigious LVMH Prize.
Ahluwalia offers a bold take on luxe sportswear, producing forward-thinking garments for the modern man. Expertly made and bursting with color, her collections are filled with staples that are a confident refinement of casual everyday pieces. “The idea is that menswear is really safe, and that men have been wearing the same clothes forever,” she explained to GQ Magazine. “But that just means that there’s more room for experimentation, and more boundaries can be pushed.”
Born in London to a father of Nigerian descent and a mother from India, Ahluwalia grew up in a multicultural household. Many of her collections are directly inspired by this multifaceted heritage, including her widely praised AW21 collection. Inspired by The Harlem Renaissance and the idea of migration, it’s range of bleach-striped denim separates, patchwork trousers, and classic crew-neck sweaters, amny of which were emblazoned with graphics of Afro combs and But beside drawing inspiration from her sartorial aesthetic, her heritage has also been a powerful influence on what most consider to be the standout element of her work: an unwavering commitment to sustainability.
Inspired by the no-waste mentality of her Indian heritage, the designer has seen first hand via her global travels the impact of secondhand fashion refuse (particularly in cities like Panipat and Lagos. Since then she’s viewed the process of repurposing as a no brainer, utilising deadstock fabric sourced from discarded garments in the creation of her collections.
Ahluwalia’s work has been featured in numerous global publications including BBC, New York Times, CNN, Vogue and Esquire, and her designs are currently stocked by major retailers including Browns, Matches Fashion, and more.
- Queen Elizabeth II Award, British Design, 2021
- British Fashion Awards, People Honoree, 2020
- MATCHESFASHION Innovators Programme, 2020
- LVMH Prize, Finalist, 2020