H&M COLLABORATES WITH ANAMIKA KHANNA

COLOUR MEETS CRAFT: H&M COLLABORATES WITH ANAMIKA KHANNA, BRINGING INDIAN HERITAGE TO A GLOBAL AUDIENCE

H&M reveals an eye-catching collection with the celebrated Indian fashion designer Anamika Khanna. The collection reveals the Kolkata-based designer’s signature eclecticism and flair for fusing glamour and opulent craftsmanship with contemporary tailoring and luxe loungewear. Since launching her eponymous brand in 1998, Anamika Khanna has been a driving influence in modernising Indian fashion and translating the country’s rich craft traditions to the wider world – a dynamic approach that underpins this bold new collaboration. 

 Alive with vivid colour, pattern and hand-embroidered embellishment, the collection is replete with fluid and flattering, highly versatile styles – effortlessly adapted to daywear and unforgettable nights out. Under Anamika Khanna’s direction, even the most show-stopping looks come instilled with a laid-back, loungy attitude, with everything conceived for comfort — from the light, flowing skirts, capes and dresses to the street-smart suiting and sportier styles. Inspired to bring the sartorial codes of India to an international customer, Anamika Khanna reimagines traditional cuts such as kurta pyjamas, kaftans and lungi skirts with a fresh and contemporary allure. The collection, which comprises womenswear, jewellery and accessories, will be available in South Africa at Gateway in Durban and online from Superbalist from 5 September.

 “Anamika was the first female Indian designer to take part in Paris Fashion Week. Her style is an interesting mix of the Indian tradition of bridalwear with modern touches, such as sportswear. And she is a master of contrasts, mixing feminine and masculine codes to create something entirely new,” says Ann-Sofie Johansson, creative advisor at H&M.

Available in September from H&M and Superbalist