H&M and designer Anamika Khanna unveiled their collaborative collection at a Mumbai event. Set to launch globally on September 5, 2024, the collection merges global fashion trends with Indian craftsmanship.
Anamika Khanna commented, “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.”
The collection features voluminous, draped skirts and airy kaftans for women, with asymmetrical and high-low hemlines, alongside printed silk pyjamas. Intricate hand embroidery, digital floral prints, and sporty trims highlight these pieces. Innovative patterns, such as the elephant-eye print, adorn silk wrap shirts and hand-embroidered patchwork coats.
Men’s wear includes kurta tops, coordinating trousers, and graphic-printed pyjama ensembles, complemented by painterly motifs on sporty styles. The collection also incorporates sustainability with buttons made from recycled PET, in partnership with Saamuhika Shakti. Accessories include intricate jewellery crafted from reclaimed metal, featuring gold coins, chains, and traditional pieces like the Mangtika headpiece.
The event showcased the collection’s design process, from sketches to final pieces, and featured performances by DJ Kahani and the dance troupe Quick Style. Highlights included lenticular installations, vivid print projections, and a fusion of modern and Bengali culinary experiences.
The collection will be available in select stores and online at H&M’s official India website and Myntra starting September 5. Prices range from Rs 2999 for apparel to Rs 1499 for accessories.
The campaign film, shot by Nisse Virgin at Stockholm’s Filmhuset Studio, features models Rebecca Leigh Longendyke, Saffron Abigail Vadher, and Edoardo Sebastianelli, offering a detailed view of the collection’s creative process.
As part of H&M’s sustainability efforts, some pieces in the collection include buttons made from recycled PET, developed in collaboration with Saamuhika Shakti.
