LFW: Ahluwalia SS24
Research for Ahluwalia's SS24 collection Acknowledgements led to a journey of creative rediscovery. Founder and Creative Director Priya Ahluwalia came across works of makers, doers and thinkers whose names are often hard to find credited, with achievements lesser known – in particular of artists and creatives of colour.
From the works of Baya Mahieddine, one of Algeria's most celebrated artists, with works inspiring Picasso's painting Women of Algeria, and Bollywood actress Madhubala, who was ranked as one of the highest-apid entertainers in India in the post-independence era, to LGBTQ liberation activist and drag queen Marsha P. Johnson, who was was one of the prominent figures in the Stonewall Uprising in 1969.
The work from them and many others take shape in a collection filled with energy, and enthusiasm. Illusion knitwear and tonal jacquard techniques are presented across cardigans, tank tops and one-shoulder dresses, inviting the viewer to look closely. The flower motif, a nod to the phrase ‘giving someone their flowers.’ is seen weaved across button down shirts, knit separates, ruched mini-skirts and shorts. Rich hues of magenta pink, lapis and earthy ochre are the colour backdrops for front pleat trousers and four-buttoned double breasted suits. Soft silk viscose dresses are cut close to the body, and are available short, mid-calf and floor-length, with embellished cowl neck gowns in burnt orange and red.
Innovation is key in Ahluwalia’s signature denim pieces, pioneering fabric innovators ISKO’s CTRL+Z fabric, which was used to create the flower motif denim showcase throughout the collection’s jeans and jackets. Known to most computer users, Ctrl+Z is about ‘going back,’ to restart. This development contains no virgin cotton and uses a minimum of 60% recycled materials. The remainder is regenerated cellulose fibres, while still giving a look and feel identical to traditional denim and speaks to Ahluwalia’s ongoing commitment to sustainable design and business practices.
Credits
Brand: Ahluwalia Creative Director: Priya Ahluwalia Stylist: Nell Kalonji Casting Director: Troy Casting Hair Stylist: Issac Poleon Barber: Dexter Johnson c/o Toni & Guy Makeup Artist: Mata Marielle Manicurist: Simone Cummings Production: Little Giant Production PR: Karla Otto Words: Lynette Nylander Show looks Photographer: Matt Miller Runway Photography: Jason Lloyd Evans and Stefan Knauer BTS Photographer: Philip Banks Video: DUCK Productions Soundtrack Design: Tom Tripp