Viral Indians Fashion and Beauty

Who is designer Diya Joukani, the internet’s new nonchalant queen?

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Ritesh Singh
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Turning the streets of Mumbai into her personal runway, designer Diya Joukani and her viral fit checks are redefining what nonchalant means.

Social anxiety is something that most content creators might face when they step out in public to make content. This worry is also mostly about what people might say and how they might react. Despite how human this feeling is, randomly coming across Diya Joukani's feels you flabbergasted. Often known as 'that Indian girl' or the 'nonchalant girl' on the internet, that the world can't stop imitating or talking about Diya who is leaving social anxiety shaking in its boots.

Who is this nonchalant fashion girl from India?

While people know her as 'that girl on the internet,' Diya Joukani is a fashion designer by profession. She designs and owns high-end fashion pieces, which she promotes through her social media. Diya also started her website, 'Diya's Duniya' to share her style with the rest of the world. 

Also Read: Creators are done reacting, this ICC T20 Men's World Cup, they are joining the party

How did she go viral?

Her content has been the talk of the town since November, with most, if not all, of her videos crossing over 200k views. However, it was Diya's video from February 10th that pinned her on the global stage. Diya's content, while bizarre and difficult to describe, can be easily called nonchalant. Everything you can't expect to happen will happen in her reels, in the most laid-back manner possible. Her viral content, at its core, is fit checks, but the way she presents her custom-made outfits is what's making people stop scrolling.

The video format is simple, it starts with her having a chai, then she starts walking, and suddenly, all hell breaks loose. From grabbing a coconut juice while riding a horse to walking a random goat and even riding on a JCB's shovel, the twists are wilder and faster than many Indian soap operas. Diya walks through the city streets and jumps into anything she finds fun, and you can see that with the inclusion of everyone, from kids to local street vendors and even civic officers. All this hard work is only to showcase her beautiful and extravagant designs.

Her effortless transitions from one scene to another left the internet gagging and wanting to be here. This aspiration soon developed into a global trend, with many creators from around the world trying to be 'like that cool Indian girl.'

Here's how the netizens have reacted:

In an online space where everyone is chasing that one viral Reel moment, it’s fascinating to see people like Diya find it by doing almost nothing and just purely aura-maxxing.

What do you think of her videos? Let us know below.

And to learn about more such viral Indians, follow us at @socialketchup

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