London-Based Label Ahluwalia Launches Everyday "Unison" Collection
Designed to fit seamlessly into your everyday life.
Crafted from GOTS-certified cotton and recycled polyester, sourced from ocean waste, the collection dons the brand’s instantly recognizable ‘Ahluwalia’ logo, alongside a dictionary definition (one that’s since become synonymous with the brand). Pieces also feature a phonetic spelling of “AH-LOO-WAH-LEE-AH,” as a tongue-in-cheek nod to the multiple mispronunciations of the brand’s name.
“We have been building the Ahluwalia community through design, visual arts, and our books and prints. As our community and brand continue to expand, I really wanted to create pieces to welcome more people into the Ahluwalia world,” explains Creative Director, Priya Ahluwalia, in a press release. “Each piece has been carefully crafted with innovative materials and features a playful nod to all of the mispronunciations of my name.”
The collection comprises 11 core pieces, including T-shirts, shorts and hoodies, in three timeless colorways of black, grey and green. To celebrate the new release, Ahluwalia tapped members of its diverse community, including Diet Paratha founder Anita Chhiba, triple-jumper Jordan Akisawyerr and self-discovery coach, Calypso Barnum-Bobb. The campaign sees each member shot in a location that represents them best, sharing their story and opening up about what brings them “In Unison” with themselves.
Take a look at the dynamic campaign above, and head to Ahluwalia World to purchase the collection.
While you’re here, check out GANNI’s new Bou bag.