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.
Hero Ready-to-Wear
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 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 and fluid lungi skirt. Further exquisite workmanship is evident on a black embroidered cut-out skirt and a coordinating tailored, cropped art deco jacket.
Accessories
Anamika Khanna’s calling card of dazzling adornment is on full display across an array of intricate jewellery, including earrings and cuffs cast from reclaimed metal and made locally in India. Earrings with gold metal coins and chains dance and catch the light – a musicality that continues in a series of cuffs designed to be stacked.
General Information
“This endeavour with H&M gives me an opportunity to take something Indian, in essence, and make it contemporary for the rest of the world. The versatility of the collection is extremely important. There are a lot of pieces that work for resort wear, but you can also go from work into the evening, dress it up, dress it down, and mix and match different things. I’ve always been nonchalant about mixing important pieces with more casual looks. It’s about that eclectic mix of things,” says Anamika Khanna.
For more information, contact mediarelations.za@hm.com.
