- H&M collaborates with Anamika Khanna to bring contemporary Indian style and craft to a global audience.
NEW YORK, Sept. 5, 2024 — The collaboration between H&M and Anamika Khanna celebrates the Indian designer’s unique blend of glamour and craftsmanship with contemporary tailoring and luxurious loungewear. Inspired by Indian fashion, Anamika Khanna puts a fresh and modern spin on traditional silhouettes. The collection will feature womenswear, menswear, jewelry, and accessories and will be available online.
“I’ve always felt that Indian fashion is often misunderstood when interpreted by the rest of the world. Our fashion, including the culture, heritage of craft, and textile embroideries, is sometimes seen as costume-like, unwearable, or not modern enough. However, things have changed a lot, and this collection with H&M allows me to take something Indian and make it global and contemporary,” said Anamika Khanna.
This collaboration showcases vibrant and unique styles with vivid colors, patterns, and hand-embroidered embellishments. The women’s collection includes elegantly draped skirts, airy kaftans with asymmetrical and high-low hemlines, and silk pajama ensembles. For men, the collaboration presents traditional cuts with graphic prints, painterly motifs, and carefree sportswear shapes.
Anamika Khanna’s stunning jewelry collection will also be available, including earrings, cuffs, and necklaces crafted from reclaimed metal and locally made in India.
Ann-Sofie Johansson, Creative Advisor at H&M, remarked, “Anamika designs clothes that encourage the wearer to express themselves. The silhouettes are fluid and draped, allowing for personalization. The prints are intriguing, incorporating fully printed looks with traditional color elements and graphic designs.”
Source: H&M
CitiTimes 