When two worlds come together – Swedish minimalism and Indian extravagance – something magical is created. H&M, the popular fashion house, has this time joined forces with one of India's most iconic fashion designers, Anamika Khanna. The result? A collection that will bring a touch of colour, elegance and timeless Indian craftsmanship to your wardrobe, disguised in a modern design.
The collection, which will be available from September 5, 2024, takes us into the world of Anamika Khanna, where tradition intersects with modernity and culture with a global sense of style. Inspired by India's sartorial heritage, the pieces include both womenswear and menswear, as well as stunning jewelery and accessories. Known for her ability to transform tradition into something fresh and contemporary, Anamika Khanna has created a line with H&M that is vibrant, edgy and immensely feminine.
"I've always felt that Indian fashion gets lost when the rest of the world interprets it. Often our fashion - in terms of culture, heritage crafts and textile embroidery - is perceived as a costume or something that is not wearable or modern enough. A lot has changed, and this collection with H&M allows me to make something Indian global and contemporary,” says Anamika Khanna.
The women's collection is a stunning combination of draped skirts, light caftans with asymmetrical or high-low hems and silky pajama sets that bring subtle elegance with every move. Men's clothing brings freshness with traditional cuts, enriched with graphic prints and artistic motifs, which raise sportswear to a new level.
“Anamika Khanna designs clothes that encourage the wearer to express themselves. Silhouettes are fluid and draped, often in a way that can be personalized. The prints are also intriguing. The collection includes a number of fully printed looks that combine traditional color elements with something more graphic," said Ann-Sofie Johansson, creative consultant at H&M.
And as a cherry on top of the cake, Anamika's signature jewelry is also present in the collection. Handcrafted from recycled metals in India, stunning bracelets, earrings and necklaces are sure to impress all fashionistas and enthusiasts.
If you're looking for a way to add something bold, unique and culturally rich to your wardrobe, then don't miss this unique opportunity. Anamika Khanna's collection for H&M is a true tribute to the Indian spirit with a modern twist - a combination that will win the hearts of fashionistas around the world.
