Ahluwalia’s ‘Blessings’ is a love letter to Jamaica

The designer has released a short film highlighting the natural beauty and communities of the culturally rich island for her SS24 collection.

The designer has released a short film highlighting the natural beauty and communities of the culturally rich island.

British designer Priya Ahluwalia has revealed a short film, ‘Blessings’, in which the designer reconnects with her Stepfather’s heritage following his passing.

Under her eponymous Ahluwalia fashion line, the designer often explores her own Indian-Nigerian heritage, but takes a shift with this latest piece, delving into the Jamaican culture of her closest family. 

“I have always had a deep desire to visit Jamaica and had always jokingly said that I know that I will have a “creative epiphany” when I visit,” says Ahluwalia. “My Stepdad, who I was incredibly close to before he passed was Jamaican, and I have many Jamaican friends, so it is a culture I have always admired.”

The film highlights the island’s rich cultural tapestry through a series of visually compelling narratives, with an emphasis on collaboration with local talent and businesses. It’s a love letter to Jamaica, showcasing not only its natural beauty but also its people, their heritage and their stories. 

“I wanted to shoot there as not only did I know it is a visually stunning place, but lots of the people in my research for SS24 were of Jamaican heritage and I wanted the opportunity to work with a Jamaican team for a shoot,” explains Ahluwalia. The shoot celebrates the “everyday beauty” of Portland, Jamaica and makes use of a double exposure technique that I used in the original collection.”

‘Blessings’ arrives as part of Ahluwalia’s SS24 collection, with a number of pieces being seen throughout the film, including floral, flowy shirts and exotic green knee-high boots. “SS24 uses a lot of floral motifs as I wanted to “give people that had been overlooked their flowers”, and foliage is a key motif used in both the stills shoot and the accompanying film that I directed,” says Ahluwalia.

Watch the film, and get a taste of Jamaica for yourself, below…