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Diet Anamika
Updated On: 11 August, 2024 11:35 AM IST | Mumbai | Shweta Shiware
Designer Anamika Khanna’s exacting and extravagant high fashion goes on a special diet for a global fashion retailer as she reimagines the lungi for the high street
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Designer Anamika Khanna, with Ann-Sofie Johansson, creative advisor and head of Design for H&M; (Left) Anamika Khanna, celebrated for her lavish bridal couture pieces favoured by Sonam Kapoor Ahuja and Athiya Shetty, is bringing her signature gypset style to mainstream consumers with her H&M collaboration, which features a printed skirt (Rs 18,999) and cropped top (Rs 3,599)
Through talent, longevity and determination, Anamika Khanna has made a greater impact than any other designer, bringing that big-time sense of fashion that one sees less on today’s runways. As one of the first Indian designers invited to showcase at Paris Fashion Week, Khanna has, over two decades and across three distinct brands, dressed Bollywood (Sonam Kapoor Ahuja is a steadfast supporter), the haute and the high street, and everyone in between.
A cross-cultural polyglot with a knack for blending traditional craft with a clean, modern design aesthetic, Khanna is now set to launch a high fashion-high street collaboration with Swedish fashion retailer, H&M.
For this second-largest clothing retailer (after Inditex, which owns Zara), Khanna’s capsule collection marks a second collaboration with an Indian designer, following Sabyasachi’s Wanderlust in 2021. “For us, India is an exciting and growing market with a respected textile industry and talented local designers. Anamika Khanna’s unique fusion of traditional Indian wear with modern sportswear, blending feminine and masculine codes, presents a great opportunity to introduce her innovative style to a broader audience,” says Ann-Sofie Johansson, creative advisor and head of design for H&M, about the collection that goes on sale on September 5 on the brand’s site and across select stores in India. She calls the collaboration, “fresh, eclectic and opulent”.
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