Anamika Khanna’s Innovative H&M Collection, Launching September 5, 2024

Anamika Khanna, a name synonymous with innovation and artistry in Indian fashion, has once again pushed the boundaries of design, this time through a groundbreaking collaboration with global fashion giant H&M. Known for her ability to marry tradition with modernity, Khanna’s designs have always existed outside of fleeting trends, driven instead by an intrinsic curiosity and a deep respect for craft.

Since launching her eponymous brand in 1998, Khanna has been instrumental in recontextualizing Indian fashion, making it relevant both within India and on the global stage. Her work is a dynamic blend of eclectic creativity and traditional craftsmanship; this latest collaboration with H&M is no exception.

The Anamika Khanna x H&M collection, set to release on September 5, is a celebration of contrasts and versatility. It features fluid silhouettes, striking patchwork prints, and intricate hand-embroidered embellishments that open up a new dialogue between Indian and Western style codes. This collection is more than just clothing; it’s a statement on the evolving nature of fashion and how cultural heritage can be translated for a contemporary, global audience.

Interestingly, Khanna’s journey into fashion was not a planned one. “I never even thought in my dreams that I would be in fashion — I actually wanted to become a professional dancer,” Khanna shares. It wasn’t until she submitted sketches to a fashion competition, on a whim, that she discovered her true calling. Despite her lack of formal training at the time, Khanna’s first collection was a success, igniting a passion for design that would eventually lead her to international acclaim.

One of the standout pieces in the collection is the patchwork Parsi coat, which Khanna describes as a perfect example of the fluidity between Indian and Western styles. “It can be super Indian, but it can also be super Western,” she explains. This piece, like many in the collection, is designed to be versatile — wearable with everything from jeans to a sari. Khanna’s approach to design is all about breaking down barriers and creating a wardrobe that transcends traditional gender and cultural norms.

This collaboration with H&M is particularly important for Khanna, who has always felt that Indian fashion is often misunderstood on the global stage. “Often, our fashion is regarded as costume or not wearable or modern enough,” she notes. Through this collection, Khanna aims to challenge those perceptions, showcasing the richness of Indian textiles and craftsmanship in a way that resonates with a global audience.

Ann-Sofie Johansson, Head of Design for Womenswear and Creative Advisor at H&M, describes Khanna’s style as “an interesting mix of the Indian tradition of bridalwear with modern touches, such as sportswear.” This blend of the old and the new is at the heart of the collection, which includes everything from flowing skirts and capes to tailored pieces and sportier styles.

Khanna is only the second Indian designer to collaborate with H&M, following in the footsteps of Sabyasachi Mukherjee. This partnership not only celebrates Khanna’s two-decade-long career but also marks a decade of H&M’s presence in the Indian market.

The Anamika Khanna x H&M collection is poised to be a sell-out success, filled with bold colors, patterns, and designs that are perfect for any occasion. By reimagining traditional Indian cuts like kurta pyjamas, kaftans, and lungi skirts with a fresh, contemporary allure, Khanna is once again redefining what it means to be a global Indian designer.

As the world eagerly awaits the release of this collection, one thing is clear: Anamika Khanna is not just creating fashion; she’s crafting a global narrative that honors her heritage while pushing the boundaries of design. Through this collaboration, she invites the world to see Indian fashion not just as a tradition, but as a living, evolving art form that has a place on the global stage.