Diwali fashion is often associated with vibrant colours, elaborate celebrations and traditional festive dressing. But for London-based creative director and photographer Ryan Lallie, there was an opportunity to tell a different story.
Through his latest Diwali menswear campaign, Ryan brings together the elegance of South Asian royal heritage with the understated sophistication of contemporary fashion. Rich textures, dramatic lighting and carefully considered styling create a striking visual narrative that celebrates culture, craftsmanship and identity.
Featuring designs by renowned Pakistani fashion designer Mohsin Naveed Ranjha, the campaign brings Indian talent and Pakistani craftsmanship together in a celebration of shared South Asian heritage. With photography by Ahmed Khan and a creative direction inspired by traditional royal portraiture, the editorial challenges conventional representations of festive fashion while placing menswear firmly in the spotlight.
For Ryan, the campaign is about more than beautiful imagery. It is an expression of cultural pride, brotherhood and the freedom to celebrate South Asian identity within the global luxury fashion landscape.
Luxurist speaks to Ryan about his creative journey, the inspiration behind the campaign and why heritage will always have a place in contemporary fashion.
In Conversation with Ryan Lallie
Tell us a little about yourself and your journey into photography and videography. What inspired you to pursue a career in the creative industry?
I’m a 27-year-old Midlander turned Londoner, working across photography, wellness and dance.
My journey into the creative industry hasn’t been particularly conventional. I’ve always been drawn to visual storytelling, culture, travel, people and fashion. Photography and videography became a way of bringing those interests together.
Last year, I left a corporate career of four and a half years to build my own creative business. I founded LĀL Studio, a creative production house specialising in photography, videography and cinematic storytelling.
Working across fashion, brands and events, the studio focuses on creating thoughtful visual narratives that bring people, identities and ideas to life.
How would you describe your signature creative style, and what influences your work?
Cinematic storytelling with an editorial sensibility.
Growing up, I was fortunate enough to travel extensively throughout India, Southeast Asia and the Middle East. Those experiences gave me a deep appreciation for architecture, atmosphere, textures, composition and movement.
As a second-generation British Indian, I’ve also been interested in exploring how South Asian heritage can be represented within Western European settings, particularly London.
I want my imagery to evoke emotion rather than simply document a moment. My aim is to create work that feels timeless rather than dictated by trends. For me, heritage will always remain timeless.
What has been one of the most defining experiences in your creative career so far?
One particularly defining experience was a LĀL campaign I conceived and produced in April 2026.
Set against the urban backdrop of central London, the editorial featured two models wearing contemporary Indo-Western fashion, exploring the contrast between South Asian regality and the architecture of the city.
It was a project that helped establish my creative identity, but it also meant something much more personal.
Growing up between two cultures, I’ve experienced that feeling of questioning where you belong. The campaign was about celebrating our heritage without feeling that we need to leave parts of ourselves behind to fit into Western spaces.
I wanted to remind the South Asian diaspora that our culture and traditions deserve to be celebrated just as confidently in the West.
That experience reinforced my belief that meaningful creative work goes beyond what you see in the frame. It gives people something to recognise themselves in.
Behind the Diwali Menswear Campaign
What inspired you to create this Diwali menswear campaign, and what story did you want to tell?
I wanted to approach Diwali through the lens of contemporary editorial fashion rather than creating a conventional festive campaign.
South Asian festive fashion is often dominated by womenswear, and I felt there was an opportunity to put menswear at the forefront.
I wanted to celebrate the richness of South Asian menswear and demonstrate that it carries just as much visual impact, craftsmanship and cultural significance.
Another important part of the concept was bringing Indian talent and Pakistani craftsmanship together. We share so much cultural heritage across the subcontinent, and I wanted to reflect that through fashion.
Ultimately, the campaign is a celebration of South Asian culture that feels contemporary, inclusive and unapologetically proud of its roots.
The campaign has a striking, almost regal aesthetic. What inspired this particular visual direction?
The inspiration came from South Asian royal heritage, particularly the grandeur and portraiture associated with the Maharajas.
I wanted to reinterpret that sense of regality through a contemporary fashion lens, using light, shadow, rich textures and architectural surroundings to create something atmospheric and understated.
Working with photographer Ahmed Khan, we were able to translate that vision into imagery that feels regal without becoming a historical recreation.
How important was it to balance traditional South Asian craftsmanship with contemporary fashion?
It was central to the entire concept.
Working with Mohsin Naveed Ranjha allowed us to bring Pakistani craftsmanship and traditional South Asian design into a contemporary editorial setting.
I strongly believe heritage and modernity should coexist rather than compete with one another.
South Asian craftsmanship has such a rich visual history, and I wanted to demonstrate how those traditional elements can be reinterpreted within modern luxury fashion.
Diwali is traditionally associated with bright colours and lights, yet your campaign takes a darker, more understated approach. Was that intentional?
Absolutely. It was a very deliberate decision.
Diwali is fundamentally a celebration of light, but I wanted to explore that symbolism in a more abstract way.
The darker, atmospheric direction allowed us to create contrast and draw attention to the finer details of the garments, styling and overall composition.
I wanted to show that celebration doesn’t always have to be loud to make an impact.
The campaign features four male talents, each bringing their own personality. What did you want their presence to communicate?
I wanted to explore brotherhood, individuality and shared cultural identity.
Each person brought a distinct personality and presence to the editorial, but collectively they represented something greater.
Their posture, composure and styling were inspired by traditional royal portraiture, while presenting a contemporary expression of South Asian masculinity.
Confident, understated and self-assured.
What do you hope audiences take away from this campaign, and how would you like your work to influence the representation of South Asian fashion?
More than anything, I hope people feel a sense of pride seeing South Asian fashion and culture represented through a contemporary luxury lens.
Our heritage doesn’t need to be confined to traditional settings or interpretations. It can evolve, cross borders and exist confidently within the global fashion landscape.
Having grown up between cultures myself, I’m passionate about creating imagery that resonates with the diaspora and celebrates our heritage without being limited by conventional expectations.
I want to challenge familiar narratives and create work that allows people to see elements of their identity reflected in ways they might not have experienced before.
Ultimately, I’d love to help create a visual language where South Asian identity doesn’t have to be explained, justified or translated for an international audience.
It can simply exist, confidently and unapologetically, within the world of contemporary fashion and luxury.
Creative Credits
Creative Director: Ryan Lallie | @lal__studio
Fashion Stylist / Designer: Mohsin Naveed Ranjha | @mohsin.naveed.ranjha
Photographer: Ahmed Khan | @vemodalenmedia
Hair & Makeup: Manny Shina | @mannyshina
Talent: Ryan Lallie (@ryanlallie), Sahej Grewal (@sahejgr_), Jaskeran Singh (@jaskeran), Varun Gupta (@maincharactervarun)
Movement Director: Nyasunday Yak | @nyasundayyak
Creative Production: LĀL Studio | @lal__studio
