10 Questions With Priya Ahluwalia
Drops of Inspiration is brought to you by Glenfiddich and Highsnobiety to showcase how the brand serves as an unexpected source of inspiration for pioneers to spark new ideas. From the very first drop in 1887 to its global prestige today, Glenfiddich has become an icon, not only in the world of whisky but culturally. It's time to see that unfold in the first of this three-part series.
It’s nothing new that British designer Priya Ahluwalia has been taking London's (but also Europe’s) fashion scene by storm. Piece by piece, show by show, collab by collab, and art project by art project, the multi-talented individual is seeping into all corners of culture — and now, I get to ask her all about it.
Ahluwalia’s drops of inspiration trickle in from all around the globe — and from all the fields she dips her fingers into, however unexpected they might be. Speaking of unexpected inspiration, I bet you didn’t think you’d see her team up with fellow British brand Glenfiddich though. Yes, on the surface, the collaboration might seem odd, but the duo has been working on something pretty special that proves just how important some cross-creative pollination can be.
A first-of-its-kind fashion partnership for the whisky giant, ‘Glenfiddich Made to Measure’ by Ahluwalia nods to both their worlds. With creativity at the forefront of its ongoing campaign, Drops of Inspiration, Glenfiddich is serving as a unique, unexpected source of inspiration for trailblazers like Ahluwalia to experiment with their craft into new, uncharted waters.
Intertwining Glenfiddich’s rich heritage and dedication to craft with Ahluwalia’s contemporary and thought-provoking take on design resulted in a limited edition bomber jacket that not only brings both their histories together but paves the way for a new approach to collaboration. Made for the hospitality industry, the bomber jackets are Glenfiddich’s way of honoring bartenders and service professionals and their enduring commitment to their practice.
When Ahluwalia first landed on the scene, the eponymously titled brand left its forward-thinking footprint on the fashion world with its take on sustainability and menswear. The young designer saw the potential to expand the world of men’s clothing, bringing her Indian-Nigerian heritage to the fore while working with surplus materials from countries close to her core. Jump to this year’s London Fashion Week, where the designer unveiled her jaw-dropping SS24 collection, and it’s safe to say that the brand is evolving into something much, much bigger.
When I asked Ahluwalia where she saw her brand going, she said, “A dream of mine would be for someone to be able to sit in a room and be wearing Ahluwalia, smelling it, watching it on TV, maybe even eating it.” From her books, Sweet Lassi and Jalebi, to her short films like Beloved and Traces, the sky truly is the limit for Ahluwalia, and partnering with Glenfiddich is definitely a step in the right direction.
Rather than a jack of all trades, Ahluwalia is a master of it all. But enough from me; it’s time you hear it in her own words. From her Soho studio to the heart of Jamaica and from trailblazing tech to TikTok trends, enter the marvelous world of Priya Ahluwalia.
So, Priya, what does a normal day look like for you?
I'm really lucky that my days change quite a lot. I often go to the gym in the morning, and then I'll get ready and go to the studio — we’ve actually just moved to Soho. A day in the studio is never the same. Sometimes it's full of meetings or catch-ups with my design and product team, but then other times, it can be doing research or going to a gallery. I like to try and do creative things for myself too, so I often go to the theatre after work.
Your heritage is quite a big part of your work. How do you think it's made you who you are today, and how does that filter into your design process?
I've just been socialized in those cultures, so it's a natural thing, but I’m always inspired by the amazing and bountiful cultures of where I'm from. I'm constantly researching different music and art from both those diasporas for my own brand — it’s always the starting point.
Priya AhluwaliaAs someone who grew up in London and was a part of the British education system that's completely Eurocentric, my brand has given me the opportunity to explore my background and my heritage and just celebrate it.
Separate from India and Nigeria, which you’ve visited before, if you could go anywhere in the world to draw more inspiration and absorb the culture, where would it be?
Well, one place is Jamaica, which I'm actually doing in December. I honestly cannot wait, and it sounds really dramatic, but I think I'm going to have some sort of epiphany there. I can feel it. My stepdad was Jamaican, my boyfriend is Jamaican, and I have a lot of Jamaican friends, so I always feel closely connected to that culture. People always say that Jamaicans are the Nigerians of the Caribbean and Nigerians are the Jamaicans of Africa; it's quite a funny connection. Outside of that, another place I'm dying to go to is Japan. Most people say it's life-changing. I’d love to learn more about Japanese culture and also experience the advanced technology that they've got there.
You've been doing some bits when it comes to technology recently. Do you think that will become a part of your process in the future?
It's funny because, for me, tech isn't something apart from Adobe Suite. I don't need AI to help me create a design, that just comes from my brain, you know? That being said, I think that tech is really helpful for creating solutions to problems, even when it comes to environmental stuff.
How would you describe your brand in a sentence?
I think that Ahluwalia is a brand that explores past and present, near and far, things that feel familiar yet distant. It's a brand that explores the intersection of representation and positive practices for people on the planet.
Now, onto more of what you did with Glenfiddich. How does their overall philosophy resonate with your practice?
I think we’re similar in terms of attention to detail and exploration of process. I went to the distillery in Scotland, and I loved learning about how much thought goes into every single step of the process. Everything is so well considered with Glenfiddich, and I really appreciate that. And I love the fact that they respect history but are still an innovative, forward-thinking brand.
So, run me through the design of this bomber jacket. How did you add your own Ahluwalia touch?
At the distillery, I was taking note of all the different elements as I wanted to transform that feeling into the jacket. So there's an original map of the Glenfiddich Distillery on both sides of the jacket that we reworked textually because I felt it would be good to honor the beginnings of a brand that’s survived the test of time, but also as it's a reminder of the place where every drop of Glenfiddich is made. We added copper tones and detailing because of the copper Wash Stills that start the distillation process, and we wanted to incorporate triangle elements as a nod to the shape of the bottle. It was all about paying homage to the details of the distillery and the brand but also thinking about placing it in a contemporary setting. In terms of linking it with Ahluwalia, we did that through using the use of multiple colors, tones, and prints.
Priya AhluwaliaBlack and brown ideas are luxurious and should be treated as such.
Why this project?
I'm really interested in working with heritage brands, learning more about their story and how the work they do changes over time in order to stay relevant. I also love collaborating with different product categories. I'm quite a curious person, so it gave me the opportunity to sort of go behind the scenes of something I didn't really know much about.
What really drives you to make your work?
A lot of it is because I really enjoy what I do. It is joyful. But maybe more conceptually, I think that more and more, we’re seeing creatives from different places around the world, in the West particularly, being seen and heard. When I started the brand five years ago, it was way less. I love being able to explore and present stories from places that have been misrepresented or underrepresented and showing that they can be luxurious ideas. In the future, I want to explore other product areas, so more home and lifestyle, and that could be through more collaborations. I do films as well now, so being able to explore that medium a lot more is really exciting.
How do you unwind after a long day?
You know what? I like reading, and I love watching TV and films. I also live next to a common, so I take myself on walks to clear my head. And other times, when I'm not being pretentious, I love being on TikTok.
Everything Ahluwalia does is a thought-out personal decision, and it shows in not only her collaboration with Glenfiddich but in all that we see coming from the brand.
Even though these jackets are created predominantly for bartenders, there are five available for consumers via a ballot, so head here to enter for your chance to win one of the limited edition bombers.
Explore more about Drops of Inspiration here.
Glenfiddich. Skilfully crafted. Enjoy responsibly.
