An exclusive interview with Creative Director and Founder, Priya Ahluwalia on the best highlights of 2024.
What have been some of your favourite moments with Ahluwalia this year?
Definitely both the shows at London Fashion Week, the shows to me are always so fun and I love the adrenaline that comes with a show. I felt like I really enjoyed Spring Summer 2025, it felt like there was less drama behind the scenes than there was in Autumn Winter 2024. And of course our recent win at the Fashion Awards was quite a lovely moment.
Precious Lee walks for our Autumn Winter 2024 'Reveries' show.
Wretch32 walks for our Spring Summer 2025 'Home Sweet Home' show.
Wretch32 and Tems presents Priya Ahluwalia the 'New Establishment Menswear' award at the British Fashion Awards 2024.
What pieces from your wardrobe did you wear the most this year, and why?
The menswear from Ahluwalia has been my go to. The SS24 low rise jeans, I just think that they fit me really well and the AW23 Ongoye cardigan which I've worn quite a lot. I just feel so comfortable in them and I like wearing menswear in the day and womenswear in the evening.
Priya Ahluwalia wears our AW23 Ongoye cardigan and SS24 Low rise jeans.
If you could collaborate with anyone, past or present, who would it be and why?
I would love to do a collaboration or a project with Muccia Prada. I feel like I would learn a lot and I would love to be able to have the opportunity to sort of understand the way that she works. I think that would be amazing.
When you’re designing, where do you feel the most inspired or "at home"?
Honestly, in my office. I feel like I've made it into a really nice space where I like working. So definitely my office. But I definitely feel inspired when I'm out doing things that are not necessarily directly connected to the job. I could be going to a gallery, just last week Kiara and I went to the V&A Museum or any environment where I'm surrounded by other people. This sounds so cringe, but I actually feel inspired everywhere.
Priya Ahluwalia's office in Central London
Have you tried any new sustainable practices this year?
We’ve looked into new materials that are more sustainable for the new collection which we're really excited about coming out in the new year.
What songs, albums, or music have been your soundtrack to 2024?
I did my Spotify wrap the other day and it's like fully Bashment. I think going to Jamaica at the beginning of the year has really influenced me.
I would say the song I've listened to the most is Go Go by Rajah Wild, which is very explicit, but it's good. Recently I've loved Kendrick's GNX album and I've love everything from Sasha Keable and Mahalia.
Musician Mahalia and Priya Ahluwalia at the Fashion Awards
What’s been your favourite film or project you worked on this year?
I really enjoyed directing Hak Baker's music video for No Control!. It was definitely a very fun shoot and it felt quite wholesome to do that with his family.
Hak Baker's wears our AW22 Dhoom knitted vest in No Control! music video.
What’s been an unexpected but pleasant surprise for you this year?
Winning New Establishment Menswear at the Fashion Award. That was definitely a really nice surprise to this incredible year.
Priya Ahluwalia backstage at the British Fashion Awards 2024.
What show, book, or programme has been your favourite this year?
My favourite book this year was readingGirl, Woman, Other by Bernardine Evaristo. I really enjoyed Sunny on Apple TV about home robots in Japan and I loved the new season of Bridgerton at the beginning of the year. In theatre Paapa Essiedu’s Death of England was amazing.
Curated Book Shelf by Priya Ahluwalia at The Standard, London.
What’s the meal you’ve been coming back to again and again this year?
There's a place near our office called Yoke and they do a steak pot with steak, broccoli, brown rice and hollandaise sauce and I've had that about 20 times.
When you need a break from designing, what’s your guilty pleasure?
Recently I’ve been watching a lot of Sex and the City. I don't think you should ever feel guilty about pleasure. So, I don't feel guilty about it.
What has been your favourite travel destination in 2024?
Ooh, that’s a hard question because I have been to quite a few fab places this year. I've got to say Jamaica because it was something new and I loved it so much. I felt like it was such a special place. I went to Ibiza and New York, which I've been to lots of times, but I love them and they feel so familiar and so different every time I go. So, a mixture of those three destinations.
If you could learn one new skill in 2025, what would it be?
I'm about to go skiing. So, I know that's 2024, but I hope that in 2025 I'll be able to say I can actually ski. Also I would really love to be able to learn to play the piano, it’s just about the matter of finding time to do it.
What advice would you give to new designers and creatives looking to make their mark today?
I would say you should really hone on what your unique point of view is and what makes you different to other creatives and designers. Build a community around you, people that you can collaborate with and a network that you can rely on.
As we look to 2025, what do you want to bring in or leave behind?
I would like to bring in more joy in 2025. It's quite a difficult time for many people at the moment, and I think globally it'd be nice to have some more joy. I would love to leave behind the cost of living crisis and hope for a better standard of living for everyone. And personally, I would like to leave behind anxiety.
What can we expect from Ahluwalia in 2025?
We have a very exciting collaboration coming and I think that's going to be probably one of the highlights of the year.