“I have always felt that Indian fashion gets lost when it is interpreted by the rest of the world. Often, our fashion, in terms of culture, heritage craftsmanship and textile embroidery, is seen 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,” she says. Anamica Khanna.
H&M’s collaboration with Anamika Khanna will launch on 5 September 2024 and will fuse Indian tradition with contemporary style. The collection includes vibrant womenswear, menswear, jewellery and accessories that reimagine traditional silhouettes with modern allure. Highlights include fluid designs and intricate hand-embroidered embellishments, celebrating Indian craftsmanship.
The eye-catching collection is packed with fluid, flattering styles, featuring bold colours, prints and hand-embroidered embellishments. Womenswear is anchored by effortless elegance, with draped skirts and airy kaftans with asymmetrical or asymmetric hems, and silk pyjama sets. For men, traditional cuts are updated with graphic prints, while painterly motifs enhance the shapes of cool, carefree sportswear.
“Anamika Khanna designs clothes that encourage the wearer to express themselves. The silhouettes are fluid and draped, often in a way that can be customized. The prints are also intriguing. She integrates many all-print looks, combining traditional color elements with something more graphic,” she says. Ann-Sofie Johansson, creative advisor at H&M.
Anamika Khanna's calling card – dazzling ornamentation – is also on full display in an array of intricate jewellery, including earrings, bangles and necklaces made from reclaimed metal and manufactured locally in India.
Note: The content of this press release has not been edited by Fibre2Fashion staff.
Fibre2Fashion (RM) Press Desk
