Plug in your wired headphones and lace up your walking shoes — because Diya Joukani, better known as “DiyaDiya” on TikTok, is about to show you how to aura-maxx your next walk.
If you’re not quite sure who we’re talking about, allow us to introduce TikTok's “CEO of India,” a title coined by one of her followers. Joukani is a 25-year-old content creator and fashion designer based in Mumbai, India. She’s best known for her 'cool girl walks,' where she casually taps her feet before strolling down the street with wired headphones in, an impeccable outfit, one hand in her pocket, and sometimes joined by friends — either human or goat. In short, she’s walking the walk and making it look effortlessly cool.
But there’s much more to her than just her signature walks — so without further ado, get to know Diya Joukani below.
She has her own fashion label
Joukani has her own label called DIYADIYA that she runs from her hometown, Mumbai. Joukani blends modern streetwear — hoodies, cargo pants, and button up shirts — with traditional Indian textile techniques. She's a particular fan of two of the country's most distinguished forms of hand embroidery: Zardozi and Aari. Zardozi involves weaving metallic threads, traditionally silver or gold, into rich fabrics like silks and velvet. Aari, on the other hand, uses a hook needle to create chain-stitched designs, often inspired by flora and geometric patterns, giving the fabric a softer, more intricate texture.
Entirely self-taught, Joukani told Teen Vogue "I make the clothes that I want to see in the world. In July 2024, I designed my first jacket (I’m fully self-taught) and never really looked back." She describes wearing her own designs as one of the best feelings in the world, adding that becoming a fashion designer has been a life long dream. Inspired deeply by her home city, her goal is to create clothing people love to wear and hopefully one day expand her brand to stores around the world.
Marketing her fashion label on TikTok accidentally made her go viral
@ooo.nani.nani Kool gyal and my gang🫂 Outfit designed by me🪽#diya love to my g @moise ♬ Get Down On It - Kool & The Gang
TikTok is where Joukani shot to fame. Towards the end of 2025, her nonchalant walking videos started getting picked up by the algorithm, all in the efforts to market her label. In every video she posts she's wearing her brand, walking confidently down Mumbai's streets. The scenery is about as diverse as it comes, ranging from her getting on a tractor, drinking a cup of chai tea or seeing friends.
Eventually, her videos became so popular that they sparked a current trend on the platform, with others replicating her walking style and overall aesthetic.
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And fashion brands were quick to jump on her virality too. Recently she did a partnership with Nike — and we're predicting plenty more brands will follow suit.
She's currently practicing manigestation
Speaking to Interview Magazine, Joukani shared that her Google history was full of manifestation prompts like "High frequency manifestation" and "How to create world peace". She also spoke about her goals of taking her brand to international runways and into retail stores. And at a time like this, there couldn’t be a better moment to manifest.
She met Rhianna
@ooo.nani.nani RiRi and DiyaDiya in Mumbai babyyyyy @Fenty Beauty #rihanna #diya ♬ Don't Stop The Music - Rihanna
Perhaps she really is the master of manifestation. In her most recent video, about halfway through walking around, Rhianna popped in. Mimicking her relaxed vibe while drinking a chai tea together. Meeting during Rihanna’s launch of the Fenty Beauty pop-up in Mumbai, it was a collaboration no one saw coming, but one we’re now obsessed with.
