H&M joins forces with Indian designer Anamika Khanna to unveil a collection that fuses traditional Indian style with modern tailoring and loungewear. This exciting collaboration brings Khanna’s signature eclecticism to a global audience, shattering the mold of traditional Indian fashion.
H&M x Anamika Khanna Collection
Anamika Khanna discusses the global perception of Indian fashion. She says, “I’ve always [it] 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.”
However, with this H&M collection, Khanna aims to dispel these misconceptions: “Things have changed a lot, and this collection allows me to take something Indian and make it global and contemporary.”
The result is a striking collection that reimagines traditional silhouettes with bold, graphic prints and sportswear with painterly themes.
As H&M creative advisor Ann-Sofie Johansson notes, “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.”
Johansson is particularly fond of the prints, saying, “She integrates many fully printed looks, combining traditional color elements with something more graphic.”
The H&M Anamika Khanna collection will hit selected stores and online at HM.com on September 5, 2024.
