Meet Diya Joukani, the internet sensation turning Mumbai’s streets into her runway

Diya Joukani is a fashion designer by profession (Picture: Instagram/@diyajoukani)

• Diya Joukani's Instagram features her unique fashion designs
• Her candid, random clips highlight Mumbai's vibrant fashion scene
• Diya's oversized, hand-embroidered outfits gain viral attention

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Diya Joukani, a fashion designer by profession, has become a sensation on Instagram. Chances are you have already spotted her in one of the videos on social media. She is 25 and is the founder and designer of DiyaDiya studio in Mumbai.

When one sees the Instagram page of Diya, a lot of adjectives comes to one's mind. 'Creative', 'Happy go lucky', 'Unconventional', 'Fashionable', 'Different' and so on. If you play one clip on her page, you will see her in different spaces doing absolutely random things. From sipping chai at a local restaurant one moment to walking a goat the other second, you will find yourself hooked to her content from the word get go.

The point of making all these videos in random locations with no particular theme in mind is to encourage people to take stock of what she's wearing. Well, it has worked so far in her favour. Her creations have garnered a lot of attention. She often wears garments featuring hand-embroidered work. All her outfits have an element of uniqueness to them and most of them are oversized, or have a baggy fit. Their design and silhouette are also quite flattering.

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In an interview to The Nod, Diya shared, “I just want to show Indian talent to the rest of the world in a way that’s not been showcased before. Mumbai has the best energy in the world. I feel like we’re so slept on, but actually so ahead in terms of fashion and culture. I just want to shed light on what we’re really doing here in my own way.”

She's someone who always wanted to make clothes and when she did start making them on a made-to-order basis, her creations got a great response. Another reason why her content is so engaging to watch is because she is so candid and nonchalant at all times. Randomly, in the middle of the video, she will pick up a conversation with shop owners, JCB drivers and barbers, making it interesting for viewers to watch.

Her videos garner a lot of traction and the proof is in the number of likes and views they get. One thing Diya has proved through her content is that designers, or artists in general, don't need the magic of runways always to become a name to reckon with. With interesting creations and novel ideas to showcase them to larger audience, one can do magic.

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