Rihanna’s recent visit to India has been making headlines across the country. The “Umbrella” singer landed in Mumbai for Fenty Beauty Ki Haveli, a pop-up event for her cosmetics brand held at the Phoenix Palladium, which opened on April 25 and continues until May 4. “Still daydreaming about one of the most unforgettable and heartwarming experiences!” RiRi wrote on her Instagram, celebrating the trip.
Barbadian singer and actress Rihanna poses for a photograph during the launch of her Fenty Beauty brand in Mumbai on April 24. Photo: AFP
Fenty Beauty Ki Haveli attracted A-listers and influencers alike, who interacted with the brand’s glamorous founder. However, it was 25-year-old designer Diya Joukani who stole the spotlight. The young creator has been going viral on social media for turning Mumbai’s vibrant, lived-in landscapes into runways for her creations, which she models with a signature blend of nonchalance and effortless style.
“You have been all over the internet! Congratulations on everything,” the Grammy winner told the rising star, per Vogue. The two then went on to film a “cool girl from India”-style video for Instagram.
So, who is Diya Joukani?
Diya Joukani is based in Mumbai
Diya Joukani’s parents are supportive of her career in fashion. Photo: @diyajoukani/Instagram
Joukani was born and raised in Mumbai (formerly known as Bombay) by supportive parents, per Ssense. “Mumbai is my home, and it’s everything to me,” she told Teen Vogue. She explained the city’s influence on her pieces, telling the outlet, “My designs are living memories of ancient traditional embroidery techniques intentionally styled to reflect Bombay’s current lived experience and energy.” In an interview with The Nod Mag, she gushed over Mumbai having “the best energy in the world”.
She started off working in retail
Diya Joukani wearing a mirror-work jacket she designed. Photo: @diyajoukani/Instagram
Joukani’s tryst with fashion began in vintage designer boutiques, where she worked the shop floor, per The Nod Mag. She drew customers’ attention with her Indo-Western fashion and eventually went into styling before trying her hand at design. “I make the clothes that I want to see in the world. In July 2024, I designed my first jacket (I’m fully self-taught) and never really looked back,” she told Teen Vogue. Today, Joukani has over half a million Instagram followers and has already founded her own brand, DiyaDiya Studio.
What has she said about her viral fame?