H&M and Anamika Khanna unite to blend contemporary style with Indian craftsmanship

H&M and Anamika Khanna presented their much-anticipated collection at an event in Mumbai, marking its official unveiling. The event showcased timeless silhouettes reinterpreted with a contemporary perspective, capturing Anamika Khanna’s signature style. The evening brought together an array of celebrities, and prominent fashion figures, including Samantha Ruth Prabhu, Khushi Kapoor, Rasha Thadani, and Alaviaa Jaaferi- who were also dressed in the collection. The event saw electrifying performances from DJ and music producer, Kahani, and the dynamic dance troupe, Quick Style, creating an immersive experience that seamlessly blended fashion, music, and dance. The collection was unveiled at the event through an inspiring showcase highlighting signature styles from sketch to reality along with key nuances of the campaign such as lenticular installations, projections of vivid prints along with culinary experiences fusing modern and Bengal flavors. The evening also saw the unveiling of the campaign film shot by acclaimed photographer Nisse Virgin, offering a panoramic look at the creative process. The film was conceptualized by H&M’s creative team and filmed at Stockholm’s Filmhuset Studio, featuring Anamika Khanna alongside international models Rebecca Leigh Longendyke, Saffron Abigail Vadher and Edoardo Sebastianelli. Designer Anamika Khanna expressed her excitement about the collaboration, saying, “This evening has beautifully showcased the artistry and creativity at the heart of our partnership. Our collaboration represents a dynamic fusion of cultures, and we are thrilled to be able to share this with the world. As we prepare to launch this collection globally on September 5th, we’re confident it will captivate fashion enthusiasts everywhere, celebrating the essence of Indian craftsmanship on an international stage.” Yanira Ramirez, Country Sales Manager at H&M India, highlighted the significance of the event, stating, “This celebration truly embodied the spirit of our collaboration with Anamika Khanna. It was an evening that demonstrated how culture, and modern design can come together in a meaningful way. It not only showcases the strength of her creative vision but also aligns with H&M’s vision of making global fashion accessible to everyone.” Ann-Sophie Johansson, Head of Design at H&M, commented, “The event beautifully showcased Anamika’s remarkable talent for blending tradition with modernity. From the performances to the fashion and the overall ambiance, everything captured the essence of this collaboration. We are immensely proud to have unveiled this collection in such an extraordinary setting.” The Anamika Khanna H&M collection, including womenswear, menswear, jewellery, and accessories, is set to launch in select stores and online at HM.com and Myntra on 5th September 2024. This collection brings Indian sartorial excellence to a global audience, offering pieces that are both luxurious and wearable. Collection details: Hero Ready-to-Wear For women, an easy elegance defines the collection’s voluminous, draped skirts and airy kaftans with asymmetrical or high-low hemlines, not to mention the printed silk pyjama ensembles — head-turning looks that effortlessly transition from the pool to the bar. These pieces are adorned with intricate hand embroidery or enlivened with digital floral prints and sporty, striped trims. Even the sharp jacquard suiting, with its sporty accents, gives off a stylish nonchalance. Ankle-skimming, high-waisted skirts offer a knockout combination with midriff-baring tailored jackets and printed long-sleeve tees. Anamika Khanna’s innovative use of patterns plays out across the collection. Drawing from her archive, the elephant-eye print reappears as a swirling pastiche of colour and form, adding flair to a silk wrap shirt, fluid lungi skirt and stunning, hand-embroidered patchwork Parsi coat. Further exquisite workmanship is evident on a black embroidered cut-out skirt and a coordinating tailored, cropped art deco jacket. For men, familiar cuts – such as kurta tops and coordinating trousers in crisp, organic cotton and silk pyjama-style ensembles – are refreshed with graphic prints. Painterly motifs elevate sporty styles, including roomy silk basketball shorts, printed relaxed-fit tees, slim-fit sweatpants or joggers, and oversized jersey hoodies. As part of H&M’s sustainability initiative, the company is recycling post-consumer PET in partnership with Saamuhika Shakti, where five pieces from the Anamika Khanna H&M feature buttons made from recycled PET, collected by Bengaluru’s waste pickers. Accessories Anamika Khanna’s calling card of dazzling adornment is on full display across an array of intricate jewellery, including earrings, cuffs and necklaces cast from reclaimed metal and made locally in India. Earrings and necklaces with gold metal coins and chains dance and catch the light – a musicality that continues in a series of cuffs designed to be stacked. Traditional styles are present in the mix, including the Mangtika headpiece and the draped earring, which has a multi-wear appeal.