H&M Launches Bright and Bold Line With Anamika Khanna

New Delhi: H&M has embarked on an exciting new designer collaboration, this time partnering with celebrated Indian designer Anamika Khanna. This collaboration, announced on Thursday, marks a significant milestone as it coincides with the 20th anniversary of H&M’s first-ever designer partnership with Karl Lagerfeld in 2004. Over the years, H&M has collaborated with some of the biggest names in fashion, including Alexander Wang, Diane von Furstenberg, and Stella McCartney. This latest venture with Khanna follows the brand’s inaugural Indian designer collaboration with Sabyasachi Mukherjee in 2021.

Anamika Khanna, who is based in Kolkata, is a leading figure in Indian fashion, renowned for her opulent and glamorous wedding attire. However, for her collection with H&M, set to launch on September 5th across select countries including India, the U.K., and South Africa, Khanna has taken a different approach. The collection reimagines traditional Indian glamour with a focus on comfort, offering versatile pieces such as kurta pajamas, caftans, and lungi skirts. Designed to be adaptable for both day and evening wear, the collection seamlessly blends traditional Indian cuts with modern, relaxed silhouettes.

Ann-Sofie Johansson, H&M’s head of design, commended Khanna as a “master of contrasts,” and emphasized the careful, 15-month development process behind the collection. Featuring womenswear, menswear, and accessories, the collection highlights intricate prints, embroidery, and effortless silhouettes, with a particular focus on the midriff—a design element deeply rooted in Indian sartorial heritage.

This collaboration is more than just a fashion statement; it reflects the increasing global influence of Indian design and culture in the fashion industry. H&M’s partnership with Khanna not only celebrates the richness of Indian craftsmanship but also introduces it to a broader, international audience, marking another step in the brand’s commitment to diversity and cultural exchange in fashion.