US · hypebeast.com

We Finally Met "That Cool Girl From India" 😎


This email was sent

Is this your brand on Milled? Claim it.

May 15, 2026

The Weekly Brief

Introducing Diya Joukani, India's Newest It-Girl

👀 Who Is She? If you've been online at all in the last few months, you'll likely be familiar with India's buzziest new designer, Diya Joukani. Her first-ever video went viral, which led to about a thousand more, and she's since become known online as "that cool girl from India." But honestly, she's so much more than that.

🎬 The Viral Videos: "The people in my videos are people that I see every single day. A lot of the people in my videos are my tailors. Everyone in my video is someone I know, and it's always just people asking to be in my videos. We just bang it out; it's very spontaneous. And I really want to put out there that every single person in my videos is paid," Joukani told us.

📖 Read All About It: As Joukani's career continues to blow up in the best way, we managed to pin her down to chat about her journey so far, her desire to preserve traditional craftsmanship and how she plans to bring New York Fashion Week to the streets of Bandra. Click to read the full convo.


Charli XCX Is Big on Nothing

💥 A Big Milestone: Charli XCX, the dance-pop visionary joins the brand as both its first-ever Global Brand Ambassador and a shareholder, marking a major creative milestone for the company.

🌍 The Global Campaign: The partnership launches with "NOTHING (CHARLI XCX)," a new global campaign shot in London by longtime collaborator Aidan Zamiri (who also directed "The Moment").

🚀 What Does It Mean? Carl Pei, Nothing's CEO, noted that while the tech industry has spent years making everything quieter and minimal, Charli has spent her career doing the exact opposite. This partnership signals a new chapter for the brand, merging high-performance tech with the pulse of pop culture.


Unboxing NikeSKIMS’ Take on the Love-It-Or-Hate-It Air Rift

🩰 A Hardcore Balletcore Shoe: Both a beloved and polarizing silhouette, the split-toe Air Rift introduced by Nike has seen many iterations, and the latest is with SKIMS.

🖤 NikeSKIMS Rift Mesh: Merging casual and chic style sensibilities, the sporty silhouette sets itself apart from its cult-classic predecessors with a mesh alteration that offers breathability while also adding a sleek, sophisticated touch.

🎁 Surprise, Surprise! Take a look at our unboxing of the NikeSKIMS Rift Mesh – the love-it-or-hate-it sporty shoe that gets the girls talking.

Advertisement

More You Need to Know

ICYMI: all the fashion, beauty and sport we're all talking about 👀

💄 Olivia Jade Just Launched a Beauty Brand: After establishing a following of over 4 million, Jade says her new role as founder symbolizes a full-circle moment. As the brand’s hero product, the influencer unveiled the Bronze & Glow Balm — a dual-ended bronzer and highlight balm.

💃🏻 Cannes Best-Dressed Is Loading... Cannes Film Festival kicked off this week, and we've rounded up our fave celeb looks from the red carpet so far.

👟 The Adidas Samba Is Staging a Comeback: But not as you know it... The cult-loved sneaker is making a return to our rotation this summer, reimagined as a chic, backless mule.

Advertisement


Hype App
Download the Hype App

On iOS & Android Devices


Manage Subscriptions

Privacy Policy

Unsubscribe

You are subscribed to Hypebeast’s marketing emails with the address:

Contact [email protected] for assistance on any enquiries.

2026 Hypebeast Limited. All Rights Reserved
40/F, Cable TV Tower, No.9 Hoi Shing Road, Tsuen Wan, New Territories, Hong Kong

                                                           
Are you sure?

Lists help you organize the brands that you care about. Your lists are private to you.