H&M’s Latest Collaboration With Anamika Khanna Is A Vibrant Tribute To Indian Craftsmanship

Where colour meets craft.

By Shermin Ng - published 8 Aug 2024

H&M has unveiled its latest designer collaboration with Anamika Khanna, who started her eponymous brand in 2018 and was the first female Indian designer to show at Paris Fashion Week. Featuring Khanna’s signature eclecticism and flair for melding glamour and opulent craftsmanship with contemporary tailoring and luxe loungewear, the eye-catching collection comes alive with vivid colours, patterns and hand-embroidered embellishments in fluid, versatile styles.

H&M’s Ann-Sofie Johansson and celebrated Indian designer Anamika Khanna.
Photo: Courtesy of H&M

Ahead, the celebrated designer, committed to bringing the sartorial codes of India to a global audience, tells us all about her bold collaboration with H&M.

How would you describe the mood of the collection?

Easy, laid-back and loungy. The versatility of the collection is extremely important to me, with everything conceived for comfort—from light, flowing skirts, capes and dresses, to smart suiting and sportier styles. Many pieces work for resort wear, but you can also take them from day to evening, dress them up or down, mix and match with different things.

What did you want to explore with this collection?

I’ve always felt that Indian fashion gets lost when interpreted by the rest of the world. It’s often regarded as costumes, not wearable or modern enough. This collaboration with H&M has allowed me to take something Indian and make it contemporary for the rest of the world. It was new for me to think about the silhouettes and styles from this perspective.

What was the collaborative process like?

I went to Stockholm, and found it so beautiful and serene. Everyone on the team is so relaxed and easy. As we worked together, the collection developed, and everyone was open. It’s been a completely collaborative process—the entire team at H&M has been extremely respectful of the culture and heritage it originated from. We understood each other. H&M also has a large set-up worldwide with many stores and detailed methodical plans and systems, whereas I usually figure out many things on the spot, so it’s been a wonderful learning experience.

How has your background and experiences as an established fashion designer influenced this collection?

I’ve been surrounded by very beautiful and rich Indian craft and textiles—that’s my identity in my work. I’ve always seen Indian fashion in a more modern, experimental, and relevant space. I’ve never seen Indian fashion only for India, but for the rest of the world. My first thought when I started this collection was that it has to stem from who I am. Then, we’ll start pushing boundaries.

How does the collection pay homage to Indian artisans and Indian craftsmanship?

Embroidery is a significant part of my DNA. We’ve used it sparingly in this collection, but enough to make a statement. The jewellery—also a statement in themselves—was about embracing an eclectic mix of things. We produced pieces by Indian craftsmen and artisans using local materials as well as local talent, which not only generates employment, but is also an homage to what they do by taking it out into the world.

What were some personal highlights in producing this collection?

The entire production and planning of the collection was taken care of by H&M in the most meticulous ways. They stayed true to the nuances of every piece; they’re each consciously made, sustainable, and tells the story. Going through that mindful journey and bringing that home was a key highlight.

Do you have a favourite piece?

If I were going out, I’d take the matching printed blouse and trousers in silk, and put on a pair of boots. I’d layer some of the jewellery pieces and sling a bag over my shoulder. I also see myself wearing menswear.

Shop the Anamika Khanna H&M collection at the Orchard Building flagship store and on hm.com on 5 September.