H&M Teams Up With Anamika Khanna To Showcase Indian Style Globally

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COLLABORATION NATIONAL

MUMBAI, MAHARASHTRA, INDIA

H&M teams up with Anamika Khanna to showcase indian style globally

By IFAB MEDIA - NEWS BUREAU - August 9, 2024 | 5 3 minutes read

The new H&M collaboration with Anamika Khanna celebrates the Indian designer’s signature eclecticism and flair for fusing glamour and craftsmanship with contemporary tailoring and luxe loungewear. Bringing the sartorial codes of India to an international customer, Anamika Khanna reimagines traditional silhouettes with a fresh and contemporary allure. The collection comprises womenswear, menswear, jewellery and accessories, and will launch in selected stores and online at hm.com and Myntra on 5 September 2024.

“I've always felt Indian fashion gets lost when interpreted by the rest of the world. Often, our fashion — in terms of the culture, the heritage of craft and textile embroideries — is regarded as costume or not wearable or modern enough. Things have changed a lot, and this collection with H&M allows me to take something Indian and make it global and contemporary,” says Anamika Khanna.

The eye-catching collection is replete with fluid and flattering styles, alive with vivid colour, pattern and hand-embroidered embellishment. Womenswear is underpinned by an effortless elegance, with draped skirts and airy kaftans with asymmetrical or high-low hemlines, and silk pyjama ensembles. For men, traditional cuts are refreshed with graphic prints, while painterly motifs elevate cool and carefree sportswear shapes.

“Anamika designs clothes to encourage the wearer to express themselves. The silhouettes are fluid and draped, often in a way that can be personalised. The prints are also intriguing. She integrates many fully printed looks, combining traditional colour elements with something more graphic,” says Ann-Sofie Johansson, creative advisor at H&M.

Anamika Khanna’s calling card of dazzling adornment is also on full display across an array of intricate jewellery, including earrings, cuffs and necklaces cast from reclaimed metal and made locally in India.