H&M partners with renowned Indian designer Anamika Khanna to launch exclusive clothing line in India

A fusion of Swedish fashion and Indian craftsmanship

Global fashion retailer H&M has announced a collaboration with celebrated Indian designer Anamika Khanna to launch an exclusive clothing line in India. The collection, titled "The Garden of India," is inspired by the rich cultural heritage and diverse landscapes of the country. Featuring a blend of traditional Indian motifs and contemporary Swedish design, the line showcases H&M's commitment to inclusivity and cultural exchange.

A blend of tradition and modernity

The collection draws inspiration from the vibrant colors, intricate embroideries, and fluid silhouettes of Indian textiles. Khanna's signature style, known for its fusion of traditional craftsmanship and modern aesthetics, is evident throughout the line. The pieces range from flowy dresses to structured jackets, adorned with intricate beadwork, mirror work, and delicate embellishments. The collection also incorporates sustainable materials, reflecting both brands' commitment to environmental responsibility.

A celebration of Indian craftsmanship

The collaboration celebrates the exceptional craftsmanship of Indian artisans. H&M has partnered with local embroidery workshops and textile manufacturers to create the collection, ensuring the preservation and promotion of traditional Indian techniques. The line features intricate threadwork, hand-painted prints, and delicate embellishments, showcasing the skill and artistry of Indian artisans.

A statement of inclusivity and cultural exchange

The H&M and Anamika Khanna collaboration is a testament to the growing recognition of Indian fashion on a global scale. By partnering with an established Indian designer, H&M aims to promote inclusivity and foster cultural exchange. The collection offers a unique blend of Swedish style and Indian artistry, creating a truly global fashion experience that celebrates diversity and creativity.

Pricing and availability

The H&M x Anamika Khanna collection will be available exclusively at select H&M stores in India and online on the H&M India website from August 11, 2023. Prices will range from INR 999 to INR 4,999.

Quotes from H&M and Anamika Khanna

"We are thrilled to collaborate with Anamika Khanna, one of India's most celebrated designers," said H&M's Global Creative Director Ann-Sofie Johansson. "Her unique vision and mastery of traditional craftsmanship perfectly complement H&M's commitment to inclusivity and sustainability."

"I am delighted to partner with H&M to showcase Indian craftsmanship and design on a global platform," said Anamika Khanna. "This collaboration allows me to share my passion for Indian textiles and techniques with a wider audience, while also exploring new possibilities in fashion."