Who is Diya Joukani and what is she doing that’s making her the internet’s 'cool girl from India'?
Diya Joukani, a fashion designer from India, has sparked a global trend on Instagram. Her Reels feature styled outfits set against busy Indian streets, often combined with unexpected actions. The format, which highlights her own designs, has since...
By ET Online |
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A simple walk through the street has turned into one of the most copied formats on Instagram. At the centre of it is Diya Joukani, the creator widely recognised as the original “cool girl from India”. What began as short outfit videos has now grown into a global social media trend, with creators across different cities adopting her format.
Diya Joukani is a fashion designer. She creates and owns high-end clothing pieces. Many of the outfits featured in her videos are from her own label.
Using Social Media as a Platform
She presents her designs through short Reels instead of traditional campaigns. Each video acts as a showcase for her clothing. Her social media presence also supports her brand visibility.
Launch of ‘Diya’s Duniya’
Diya launched her website, Diya’s Duniya, as a space to display and sell her work. It extends her fashion identity beyond Instagram.
The video often begins with a calm setting. Music plays in the background, commonly Frank Ocean’s Nights. Diya walks through public streets. Shortly after, an unexpected action takes place. The shift happens quickly, but the tone remains steady.
Fashion in Everyday Locations
She wears detailed outfits in ordinary surroundings such as markets and streets. The contrast between the clothing and the location is central to the concept.
Expression and Energy
Her facial expression remains neutral throughout. The delivery is controlled and consistent. This steady presence defines the “cool girl” label attached to her content.
Public Spaces as Part of the Frame
Her videos include people and real environments. Vendors, children and pedestrians appear naturally in the background. The city becomes part of the presentation.
Global Reactions
After a viral post on 10 February, creators in different countries began using the same structure.
In London, creators filmed similar walks through city streets and cafés.
In Beirut, the format included bike rides and roadside stops.
In Moscow, one version was filmed in snowy weather.
In Bengaluru, a tourist adapted the format to local food and transport scenes.
Although many have followed the format, Diya Joukani remains the originator of the “cool girl from India” trend.
Disclaimer: This article is based on user-generated posts on Instagram. ET.com has not independently verified the claims made in these posts and does not vouch for their accuracy. The views expressed are those of the individual concerned and do not necessarily reflect those of ET.com. Reader discretion is advised.
Who Is Diya Joukani?
A Fashion DesignerDiya Joukani is a fashion designer. She creates and owns high-end clothing pieces. Many of the outfits featured in her videos are from her own label.
Using Social Media as a Platform
She presents her designs through short Reels instead of traditional campaigns. Each video acts as a showcase for her clothing. Her social media presence also supports her brand visibility.
Launch of ‘Diya’s Duniya’
Diya launched her website, Diya’s Duniya, as a space to display and sell her work. It extends her fashion identity beyond Instagram.
How the Trend Works
The FormatThe video often begins with a calm setting. Music plays in the background, commonly Frank Ocean’s Nights. Diya walks through public streets. Shortly after, an unexpected action takes place. The shift happens quickly, but the tone remains steady.
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At its core, the content highlights her outfit.Fashion in Everyday Locations
She wears detailed outfits in ordinary surroundings such as markets and streets. The contrast between the clothing and the location is central to the concept.
Expression and Energy
Her facial expression remains neutral throughout. The delivery is controlled and consistent. This steady presence defines the “cool girl” label attached to her content.
Public Spaces as Part of the Frame
Her videos include people and real environments. Vendors, children and pedestrians appear naturally in the background. The city becomes part of the presentation.
ADVERTISEMENT
Global Reactions
After a viral post on 10 February, creators in different countries began using the same structure.In London, creators filmed similar walks through city streets and cafés.
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In Beirut, the format included bike rides and roadside stops.
In Moscow, one version was filmed in snowy weather.
In Bengaluru, a tourist adapted the format to local food and transport scenes.
Although many have followed the format, Diya Joukani remains the originator of the “cool girl from India” trend.
Disclaimer: This article is based on user-generated posts on Instagram. ET.com has not independently verified the claims made in these posts and does not vouch for their accuracy. The views expressed are those of the individual concerned and do not necessarily reflect those of ET.com. Reader discretion is advised.
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