H&M Unveils Exciting New Collaboration with Indian Designer Anamika Khanna

H&M is set to launch a captivating new collaboration with renowned Indian designer Anamika Khanna, celebrating her signature eclecticism and unique blend of glamour and craftsmanship. The collection, which reimagines traditional Indian silhouettes with a modern twist, will be available in selected stores and online at hm.com and Myntra starting September 5, 2024.

Anamika Khanna, known for her distinctive approach to fashion, has infused this collaboration with her flair for merging contemporary tailoring with luxurious loungewear.

“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,” commented Anamika Khanna.

The collection showcases a diverse range of womenswear, menswear, jewelry, and accessories, each piece brimming with vivid colors, patterns, and hand-embroidered details. For women, the line features fluid and flattering styles such as draped skirts, airy kaftans with asymmetrical or high-low hemlines, and elegant silk pajama sets. Men's wear includes refreshed traditional cuts with graphic prints, and painterly motifs that enhance relaxed sportswear silhouettes.

“Anamika 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,” says Ann-Sofie Johansson, creative advisor at H&M.

The collection also highlights Khanna’s signature dazzling adornments, featuring intricate jewelry made from reclaimed metal and produced locally in India. This array includes earrings, cuffs, and necklaces that embody Khanna's unique style.

The price range for the collection starts at Rs. 2,999 for apparel and Rs. 1,499 for accessories, making high fashion accessible to a broader audience.