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Ahluwalia combines elements from founder Priya Ahluwalia’s dual Indian-Nigerian Heritage and London roots, and explores the potential of vintage and dead stock clothing by giving existing textiles and traditional techniques a new life. The unique design process includes photographing her own research as well as re-considering a traditional mens wardrobe through working with responsible sourcing and manufacturing techniques. Ahluwalia launched her eponymous label in 2018, after graduating from the MA Menswear course at The University of Westminster and winning the H&M Design Award 2019. In 2020, Ahluwalia became one of the eight brands to win the LVMH Prize 2020 and was noted on the Forbes 30 under 30 on the European Arts and Culture List. The label also became part of the Matches Fashion’s Innovators programme which champions emerging design talent through mentorship, preferential business terms and marketing. In November it was announced that Ahluwalia would be taking part in GucciFest and showcasing their first feature film, Joy, with Gucci’s support. In December 2020, Ahluwalia was named a People Honoree at the Fashion Awards. Priya Ahluwalia has published two books. The most recent publication is called Jalebi and brings together several strands of Ahluwalia’s work into an expression of what it means to be a young mixed heritage person living in modern Britain. Photographed by Laurence Ellis, the narrative swaps between real and imagined as it reminisces of the designer’s own growing up and regularly visiting Southall, Britain’s first Punjabi community. The first book, titled Sweet Lassi, was inspired by a 2017 trip to her family in Lagos, Nigeria where the designer spotted people wearing obscure British clothing – including a London Marathon 2012 shirt. Following this, she went on a trip to Panipat in India, the global garment recycling capital of the world, where she photographed the environment that signifies the relationship of cultural heritage and the issues around sustainability in the West. Also a snapshot of the brand’s first collection for SS19, this edition marks the inception of the Ahluwalia ethos. Ahluwalia’s work has been featured in numerous global publications including BBC, New York Times, CNN, Vogue and GQ. Ahluwalia’s list of international stockists counts Browns, MatchesFashion, Ssense, LN-CC, Sivasdescalzo, htown, Nubian and more.