The London-based designer Priya Ahluwalia has made her debut in womenswear by the hand of Ganni, with a party-inspired collection preparing us for the arrival of summer and return to responsible social freedom.

We cannot deny that at first, the collaboration between the two brands surprised us, the partnership between the upcoming menswear fashion label with the global womenswear brand seemed like an unusual match due to their diverse fashion agendas. But once we were presented with the collection concept it all made sense.

The two fashion brands are united by their core value of sustainability, prioritising a manufacturing process that centres on a circular economy and upcycled designs. Ahluwalia and Ganni are outspoken advocates for slow fashion and have been known for the incorporation of responsible and eco-friendly garments into their collections. Therefore, their decision to unite following their common responsible take on fashion resulted in a partnership that represents more than a marketing strategy… It resulted in a collection that re-directs the negative and ‘fast’ trends in the production of fashion, and that demonstrates that for something to be stylish it doesn’t always have to be new.

The collection is made out of 19 pieces created by Nigerian-Indian designer Priya Ahwualia, who used upcycled deadstock fabrics and leftover styles that went unused in Ganni’s 2020 collections (mostly as a result of the Covid-19 lockdowns).

It was not the first time the designer experimented with the inclusion of responsible wear in her design and stylistic vision. In fact, in February 2021 Ahluwalia was announced as the winner of the Elizabeth II Award for Fashion Design, following her incorporation of vintage and waste materials (gathered from different parts of the world) into its designs.

“We have wanted to dive into the world of upcycling and reworking for some time now, in a more structured way. It’s been so inspiring to work with Priya because creating responsibly is at the core of what she does”

Ditte Reffstrup, creative director of Ganni

The upcycled collection with its matching sets, shape-hugging designs, vivid colourway and fun patterns will be available starting from Friday, April 23. You will be able to purchase the party-ready looks, ranging from $100 to $1,350, from both online and in Ganni stores across the world.

But it doesn’t end there, look out for the second Ganni X Ahluwalia capsule expected for later this year, and the confirmed launch of Ahluwalia’s independent womenswear collection.

Sign up to be the first to shop the collaboration’s collection here.

Words By Chiara Ferrari

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Priya Ahluwalia, the British designer who has become known for the multiculturalism represented in her work and ethical vision of fashion has just received the 2021 Queen Elizabeth II Award for Fashion Design.

Ahluwalia has been recognised as a brand that uses fashion as a tool for change due to the inclusion and representation of diverse cultures which mirrors the upbringing and internationality of the designer herself. But it is the constant prioritisation of social causes, from environmental to humanitarian one that distinguishes it in the fashion landscape.

It is a label that uses its role and designs to contribute to changing the current fashion industry in every sense.

“Her sustainably minded menswear collections, made of dead stock and repurposed locally sourced vintage materials, combine elements and influences from her Nigerian and Indian heritage, making her designs truly unique”

British Fashion Council

It is not very common for labels to be open about their production process and the different aspects that define it, but Priya Ahluwalia is. Everything from the production to the distribution of its captivating designs is done responsibly and is open for the public and fellow designs to admire. The sources it uses and the manufacturing processes that go behind every single one of her creations represent the positive aspects of fashion and tell the admirable story of its designer, but also the ones of the workers and communities that bring her designs to reality.

The conscious talent of this designer can be admired in the Autumn/Winter 2021 collection recently presented at London Digital Fashion Week. The menswear line that had us all speechless was accompanied by a visual collaboration with filmmaker Isaac-Wilson.The clothing protagonised the film with its strong silhouettes, fun patterns and culturally-referenced colours and styling. Nonetheless, the composition of the film, the musical choice, the diversity and the beauty of every model transmitted us the authentic and time-relevant vision of the awarded designer.

Through sustainable clothing and slow-paced visuals, she managed to capture a story honouring cultural unity, migration. This artistic inclusivity with which she hopes to go global with is what attracts us to her work and keeps up positive about the future of fashion, as recognised by Her Royal Highness The Countess of Wessex, on behalf of Her Majesty The Queen.

Words by Chiara Ferrari

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