The Colorful Collection Arrives on the 20th Anniversary of H&M’s Designer Collaboration Project
H&M has announced its latest designer collaboration, partnering with renowned Indian designer Anamika Khanna. Though Khanna is often known for her high-glamour wedding wear, her collection for H&M brings a blend of glamour with comfort, offering a fresh take on traditional garments such as kurta pajamas, caftans, and lungi skirts. The collaboration took 15 months to develop.
This marks H&M’s second collaboration with an Indian designer, following their 2021 partnership with Sabyasachi Mukherjee. Both designers are based in Kolkata, with Khanna having launched her brand in 1998, establishing herself as a leading figure in Indian fashion.
This collaboration also holds particular significance as it marks the 20th anniversary of H&M’s first designer collaboration, which was with Karl Lagerfeld in 2004. Over the years, H&M’s unique strategy has pushed boundaries, resulting in successful collaborations with prominent designers such as Alexander Wang, Diane von Furstenberg, and Stella McCartney. The collaboration also coincides with H&M nearing a decade in India, where it launched in 2015 and now operates around 62 stores in Tier 2 and Tier 3 cities.
The Anamika Khanna collection is set to launch on September 5th in select countries, including 20 stores across India, as well as locations in the U.K., South Africa, Malaysia, Singapore, and Vietnam. The aim is to introduce Indian design aesthetics to these markets.
The collection includes womenswear, menswear, and accessories, featuring prints and embroidery with easy silhouettes, many highlighting the midriff, which Khanna notes is “a part of Indian heritage with the sari.”
The rapid expansion of fashion retail in India is also contributing to its transformation, with both local brands and department stores like Shoppers Stop, Central, and Reliance Trends, as well as international brands like Zara and H&M, driving the change. Amit Kothari, head of customer activation and marketing for H&M India, said, “The potential size of the market speaks for itself, which is upwards of 100 million people. The fact that people like what we’re offering keeps us motivated, and there’s a growing adaption of fashion awareness at large. We believe very strongly that India has so much to offer.”
