Mumbai Designer Becomes Global “Cool Girl” Through Social Media
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Mumbai Designer Becomes Global "Cool Girl" Through Social Media
- Diya Joukani, a 25-year-old fashion designer from Mumbai, gained international recognition for her "cool girl walks" videos on social media, with one reel garnering over 9.9 million views by March 2026.
- Joukani, who is self-taught and launched her fashion label DIYADIYA, has collaborated with major brands like Nike, featuring in an Air Max campaign announced in March 2026.
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Diya Joukani, a 25-year-old fashion designer based in Mumbai, India, has become a global sensation through her distinctive social media videos. Known for her “cool girl walks,” Joukani’s content features her confidently strolling through Mumbai’s vibrant streets, often wearing her own designs, which blend modern streetwear with traditional Indian embroidery techniques like Zardozi and Aari. These nonchalant videos, which sometimes include unexpected elements like riding a bulldozer or interacting with street animals, began gaining significant traction on TikTok towards the end of 2025, initially as a way to market her fashion label, DIYADIYA.
Her unique approach to showcasing fashion, which emphasizes real-life situations and the bustling backdrop of Mumbai, has resonated widely, inspiring a global trend where other creators replicate her style in their own cities. Joukani, who is entirely self-taught and designed her first jacket in July 2024, has seen her collections sell out rapidly, with pieces priced up to $444.
Joukani’s rise has also attracted partnerships with international brands. In March 2026, she collaborated with Nike for an Air Max campaign, bringing her signature vertical video style to the global sportswear giant. She has expressed a desire to bring more attention to Indian talent and culture, aiming to expand her brand globally and one day host fashion events in Mumbai.