With a track record of exciting collections spanning almost two decades, H&M has become renowned for its high-low designer collaborations, and now the high-street giant has announced that it is teaming up with one of India’s most celebrated fashion designers for its next project. The brand is collaborating with Anamika Khanna to create a colorful collection that infuses her contemporary interpretation of traditional crafts.
Khanna, who launched his own label in 1998 and was the first Indian fashion designer to walk at Paris Fashion Week, is known for his unique and eclectic style that blends luxury craftsmanship, contemporary tailoring and plush loungewear.
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“Anamika’s style is an interesting mix of Indian bridal wear traditions and modern elements like sportswear,” explains Ann-Sofie Johansson, creative advisor at H&M. “She’s a master of contrasts, mixing feminine and masculine codes to create something entirely new.”
Khanna is the second Indian designer to team up with H&M on one of the brand’s high-profile collaborations, after Sabyasachi Mukherjee in 2021, and the collection’s launch marks H&M’s 10th anniversary in the Indian market.
Khanna’s H&M collection, which is sure to sell out, is full of bright, bold colours and patterns that can be worn from day to night, and includes flowy skirts, capes, dresses, tailoring, jewellery, accessories and sporty styles.
“With a desire to bring Indian fashion norms to an international customer, Anamika Khanna has reinterpreted traditional cuts like the kurta pyjama, kaftans and lungi skirts with a fresh, contemporary appeal,” H&M said of the collection, which will be available in stores and online from September 5.
You can shop the collection here when it launches next month.
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