In an exciting partnership that further solidifies the trend of cultural collaboration in fashion, H&M has announced its latest partnership with celebrated Indian designer Anamika Khanna.
This already-hyped collab, set to launch on September 5, 2024, will introduce contemporary Indian style and craft to a global audience.
Anamika Khanna is a name that resonates with anyone who appreciates the intricate beauty of Indian fashion. The designer is known for her ability to fuse the rich heritage of Indian textiles with modern silhouettes. Her work is a celebration of India’s sartorial legacy, reimagined for the present day.
Now, with this new collaboration, she is bringing her vision to an even wider audience, offering a collection that includes womenswear, menswear, jewelry, and accessories.
“I’ve always felt Indian fashion gets lost when interpreted by the rest of the world,” Khanna reflects. “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.”
The collection is a vibrant showcase of her signature style. Womenswear features fluid and flattering designs, from draped skirts and airy kaftans to luxurious silk loungewear with prints you can’t help but be drawn to.
The menswear offerings are equally chic, with traditional cuts reimagined through graphic prints and painterly motifs, adding a fresh, laid-back twist to classic sportswear shapes.
“Anamika Khanna designs clothes to encourage the wearer to express themselves,” notes Ann-Sofie Johansson, creative advisor at H&M. “The silhouettes are fluid and draped, often in a way that can be personalized. The prints are also intriguing. She integrates many fully printed looks, combining traditional color elements with something more graphic.”
The collection doesn’t stop at clothing. The designer’s flair for adornment is fully realised in a range of intricate jewellery pieces, including earrings, cuffs, and necklaces. Each piece is cast from reclaimed metal and crafted locally in India, adding a layer of authenticity and sustainability to the collection.
