Main Image: Courtesy of Ahluwalia Studio

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2019 H&M Design Award winner Priya Ahluwalia reveals the personal driving force behind her AW’19 collection and how she plans to scale her conscious label.

Fresh from graduating in June 2018 with a master’s in menswear from the University of Westminster, Priya Ahluwalia swiftly shot to prominence: London concept store LN-CC snapped up her SS’19 graduate collection and she landed the prestigious H&M Design Award soon after. Kicking off the new year on a high note, she collaborated with sportswear giant Adidas for her debut Paris Fashion Week runway show.

Praised for her playful yet viable approach to sustainability, Ahluwalia highlights global issues of overconsumption and garment waste by strictly repurposing factory deadstock and second-hand clothing. The result is an elevated sportswear aesthetic crafted from an unexpected patchwork of vivid patterns, colours and textiles from her vintage findings.

“It’s definitely a research-lead brand – from sourcing to manufacturing, to distribution,” says the designer. “Learning about new technologies and how I can make sustainability more accessible to my consumer is really important to me.” ORDRE met with Ahluwalia following her Paris show to discuss growth strategies and what sparked her AW’19 collection.

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