H&M Steps Into Colorful Collaboration With Anamika Khanna
New Delhi: H&M has stepped into latest designer collaboration, this time with renowned Indian designer Anamika Khanna. Announced on Thursday, this partnership marks a special milestone, celebrating 20 years since H&M’s first designer collaboration with Karl Lagerfeld in 2004. Over the years, H&M has worked with fashion giants like Alexander Wang, Diane von Furstenberg, and Stella McCartney. This collaboration with Khanna follows the brand’s first Indian designer partnership with Sabyasachi Mukherjee in 2021.
Anamika Khanna, based in Kolkata, is one of India’s top designers, known for her high-glamour wedding wear. However, her collection for H&M, launching on September 5th in select countries including India, the U.K., and South Africa, takes a different approach. It reimagines glamour with comfort, featuring versatile pieces like kurta pajamas, caftans, and lungi skirts. This collection is designed to be flexible, suitable for both daywear and eveningwear, blending traditional cuts with contemporary ease.
Ann-Sofie Johansson, H&M’s head of design, praised Khanna as a “master of contrasts” and highlighted the collaboration’s 15-month development process. The collection includes womenswear, menswear, and accessories, emphasizing prints, embroidery, and easy silhouettes. Khanna’s design philosophy reflects a blend of timeless Indian heritage and modern global trends, particularly the emphasis on the midriff, a nod to traditional sari styles.
This collaboration is not just a fashion statement but also an acknowledgment of India’s growing influence in the global fashion industry.
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