H&M collaborates with Indian designer Anamika Khanna for Exclusive Collection
Swedish fashion giant H&M has announced the release of an exclusive collection in collaboration with Indian designer Anamika Khanna.
Titled ‘H&M x Anamika Khanna’ the collection comprises of womenswear, menswear, jewelry and accessories. Womenswear features draped skirts and airy kaftans and silk pyjama ensembles while menswear has traditional looks of kurta pyjamas and sportswear with a fresh and contemporary allure. Jewelry encompasses earrings, cuffs and necklaces cast from reclaimed metal and made locally in India.
With reimagined traditional fluid silhouettes, bold colours and patterns, stunning patchwork prints and hand-embroidered embellishments, the pieces open a dynamic dialogue between Indian and Western style codes. The collection marks 10 years of H&M arriving in the Indian market and is also notable for being the second collaboration between H&M and an Indian designer after Sabyasachi Mukherjee in 2021.
Khanna is known for her signature eclecticism and flair for fusing glamour and craftsmanship with contemporary tailoring and luxe loungewear. Since launching her eponymous brand in 1998, she has been a driving influence in recontextualizing Indian fashion and translating the country’s rich craft traditions to the wider world.
‘Anamika Khanna designs clothes to encourage the wearer to express themselves. 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,’ Ann-Sofie Johansson, creative advisor at H&M said in a press release.
‘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,’ Khanna said of the collaboration.
The H&M x Anamika Khanna collection will be available in select H&M stores and at hm.com from 5 September.
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