By Abhya Adlakha
09-Aug-2024
In the world of global fashion, where trends come and go with the seasons, a new collaboration is poised to transcend borders and bring the rich sartorial heritage of India to an international audience. Renowned designer Anamika Khanna has joined forces with retail giant H&M, creating a vibrant collection that seamlessly fuses contemporary style with the timeless craftsmanship of the East.
Anamika Khanna, celebrated for her eclectic design sensibility and mastery of traditional Indian techniques, has seized this opportunity to redefine the way the world perceives Indian fashion. "I've always felt Indian fashion gets lost when interpreted by the rest of the world," she explained in a press release. "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 collaboration, Khanna aims to shatter those preconceptions and introduce a fresh, global perspective on the sartorial codes of India.
The collection, set to launch on September 5, 2024, in selected stores and online at hm.com and Myntra, is a stunning showcase of Khanna's ability to marry tradition and modernity. Womenswear is infused with an effortless elegance, featuring flowing silhouettes and airy kaftans with asymmetrical or high-low hemlines. Silk pyjama ensembles exude a sense of luxurious nonchalance, while draped skirts and vibrant hues evoke the warmth and vibrancy of the Indian subcontinent.
For the men's collection, Khanna has breathed new life into traditional cuts, blending graphic prints and painterly motifs with cool, carefree sportswear shapes. The result is a seamless integration of cultural references and contemporary style, allowing the wearer to express their individuality with ease.
"Anamika designs clothes to encourage the wearer to express themselves," said Ann-Sofie Johansson, creative advisor at H&M. "The silhouettes are fluid and draped, often in a way that can be personalized. The prints are also intriguing. She integrates many fully printed looks, combining traditional colour elements with something more graphic."
Elevating the collection's sartorial appeal is Khanna's signature touch of dazzling adornment. An array of intricate jewellery, including earrings, cuffs and necklaces, has been crafted from reclaimed metal and made locally in India, showcasing the designer's commitment to sustainability and her deep appreciation for the country's artisanal heritage.
"This collection with H&M allows me to take something Indian and make it global and contemporary," Khanna enthused. "It's an opportunity to showcase the true essence of Indian fashion – the culture, the heritage of craft and textile embroideries – in a way that is accessible and relatable to an international audience."
With price points starting at INR 2,999 for apparel and INR 1,499 for accessories, the collection promises to be a game-changer, making the craftsmanship and aesthetic of Indian design more widely accessible. Fashion enthusiasts around the world can now embrace the vibrant, eclectic style that has long been the hallmark of Anamika Khanna's designs.
