How Does One Aura Farm Their Way To Internet Fame? Ask Diya Joukani

It’s 11:30 p.m. in Mumbai after a full day of Holi celebrations, and we’re asking Diya Joukani the obvious question: How exactly did the designer accidentally transform into the internet’s newest it girl? Joukani has recently gone viral for being “the cool girl in India,” sparking a wave of POV videos from people attempting to recreate her nonchalant walk. While grappling with newfound internet fame and roaming the streets of Mumbai, she spends most of her days designing for her streetwear brand DIYADIYA, where she morphs traditional Indian textile techniques with a masc street-style aesthetic. In this week’s installment of Search History, we caught up with Joukani to talk tractor riding, high-frequency music, and Fakemink.

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LUCIA BROWN: Hey Diya!

DIYA JOUKANI: Yooo Lucia wys.

BROWN: Welcome to Search History. Let’s get started! A/S/L?

JOUKANI: 25/F/Mumbai, India ❤️

BROWN: You make me want to book a trip to Mumbai asap. Where do the cool girls go in Mumbai?

JOUKANI: Pull up then! I be chillin in Bandra. I love Bandra.

BROWN: It’s nighttime there, right? What did you get up to today? Can you show us in pics?

JOUKANI: Today I was Holi in India! A festival that marks the start of summer. I was outside with my friends! Color and water fights all day, came home quickly showered, headed to the studio for a lil bit and then met up with another friend visiting from London.

 

BROWN: Gorggg! That looks lit—so it’s like a street party? Good music?

JOUKANI: The whole country turns into a giant festival, it’s a whole movie, best vibes ever. You already knowwwww, Bollywood, Baile, and hip-hop mixes all day.

BROWN: That’s sick. I’ll pull up, Holi 2027.

JOUKANI: Imma hold u to that!

BROWN: Song on repeat right now?

JOUKANI: “Nights” by Frank Ocean, obviously.

BROWN: Gotta stay on brand. F/M/K: “Nights” Frank Ocean, “Waves” Kanye, silence.

JOUKANI: F “Waves” by Kanye, “Marry Nights” by Frank Ocean, Kill silence.

BROWN: I second that. What does your TikTok FYP look like rn?

JOUKANI: It’s just flooded with people recreating my videos! I see all of you guys! Thank you for the love. Other than that, Aiyanna [@aiyannace] from NYC. She and Zohran really run NYC. And Wisdom’s spam page lol.

BROWN: Can you send us the last meme you screenshotted?

JOUKANI: I screenshotted this from a TikTok comment section earlier today. Does this count?

BROWN: 100 percent. Do you believe in manifestation?

JOUKANI: Of course! It’s Diya’s Duniyaaaa, I’ve been telling u guys.

BROWN: Period. I think I’m part witch sometimes, so I get it.

JOUKANI: It’s funny u asked [about manifestation] lol. [My recent search history] 

BROWN: “Aura farming”. Retweet. Since we’re here, describe your private browsing persona in 3 words.

JOUKANI: Very, very existential.

BROWN: Babe, you’re not alone. The world is falling apart, we need high-frequency 532 hz manifestation music playing on LOOP.

JOUKANI: 532 hz music, Frank Ocean and Fakemink, it’s all we need.

BROWN: Ok, switching gears a little here. Can you send us a selfie?

JOUKANI:

BROWN: Fire. I need those jeans. I’m checking the site every day for restock.

JOUKANI: Soon come !!!! 😇

BROWN: What is your biggest inspo when designing?

JOUKANI: My city and my people, always.

BROWN: Who’s the dream to see in your designs?

JOUKANI: A$AP Rocky, Drake, Wisdom Kaye.

BROWN: Your hair is my hair inspo. Literally on my 2026 goals: “hair down to my ass.” Do you have any secret beauty hacks?

JOUKANI: You have to be pure-hearted 💗, and then your hair will grow long.

BROWN: [In your videos] you’re always casually pulling up on a tractor or horse or something crazy. What’s your preferred mode of transportation?

JOUKANI: Mumbai is absolutely mental scenes on the streets every single day. But the rickshaw drivers be on GTA mode. You will never catch me sitting in traffic. I refuse. Time is money!

BROWN: Ok, last question. Soft launch or hard launch?

JOUKANI: Soft. Gotta keep them guessing u know.

BROWN: Never let them know your next move.

JOUKANI: Exactly.