Diya Joukani, India’s ‘it’ girl, really is that cool

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Diya Joukani in front of the barbershop near the workshop for her brand, DiyaDiya in the Bandra neighborhood of Mumbai, India, on July 7. Joukani’s popular videos on social media documenting her daily life in Mumbai have earned her a reputation as “the cool girl from India”. She has parlayed it into her brand.

Diya Joukani in front of a barbershop near the workshop for her brand DiyaDiya in the Bandra neighbourhood of Mumbai, India, on July 7.

PHOTO: GAYATRI GANJU/NYTIMES

Sadiba Hasan

MUMBAI – Diya Joukani struts through a train station in Mumbai, India, wearing baggy jeans and a white embroidered zip-up jacket. Behind her walk four women in colourful saris and salwar kameez, creating the illusion of a spontaneous runway show.

The moment is not staged, which makes it all the more captivating, especially because of the way Joukani, 25, with her carefully styled look, moves through the world that surrounds her.

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