Jugni Style is a South Asian lifestyle magazine with a focus on arts, culture and fashion. We talk about everything from clothes and grooming trends to the latest art exhibit or MIA song.
Jugni Style is for the modern woman and man who follow fashion trends from around the world, shop designer, high street and vintage, eat sushi and gulab jamuns, and has A Fine Balance, Helium, and Those Pricey Thakur Girls on their bookshelf.
The Jugni Style Manifesto
- We pledge to bring our readers relevant stories in the worlds of fashion, beauty, culture and arts.
- We vow to never carry stories or advertisements on dating, nor will we sponsor dating events.
- We will not talk about how we are part of a crush generation, how we’re torn between cultures, how we can’t identify with our parents, or how we battle between East & West.
- We will not implore our readers to get married. The single life is great too.
- We will act as guinea pigs and test products before recommending them to our readers.
- We will never use the word “masala” unless we’re talking about a dinner recipe.
Jugni Style was created in 2010 by Joti Dhesi and Manjot Bains, two women on a mission to bring fabulous South Asian-themed stories to the world.
What Exactly is a Jugni?
How do you pronounce that? joo-goh-nee – stahyl
Jugni represents a woman who travels from place to place, and makes funny, clever and insightful observations on all that goes on around her – which is why we named our online magazine after her.
Literally meaning a female firefly, Jugni is a narrative device used in Punjabi folk music, where the writer uses Jugni as an observer who comments on different situations and places. Almost every contemporary musician singing in Punjabi has sung about Jugni, from the late Pakistani folk singer Alam Lohar and his son Arif Lohar, to the UK’s Swami, Malkit Singh and Mukhtiar Sahota, and even Bollywood renditions in films like Oye Lucky, Lucky Oye!, Tanu Weds Manu and Sahib Biwi Aur Gangster.
Wondering who sang our favourite version of Jugni? Malkit Singh of course! Listen to the track produced with Bally Sagoo for his album, Star Crazy (1993).