In a Bazaar exclusive, designer Anamika Khanna and H&M head of design talk about their collaboration

In a one-of-its-kind creative collaboration, H&M teams up with revered Indian designer Anamika Khanna to launch an exclusive collection that brings the sartorial codes of India to the global audience. Known for blending her signature eclecticism with opulent craftsmanship, Khanna creates fluid and flattering silhouettes in vivid colours, patterns, and embellishments for the collection. It highlights easy elegance for womenswear with voluminous, draped skirts and airy kaftans with asymmetrical hemlines, and the printed silk pyjama. For men, graphic prints refresh the familiar cuts such as kurta tops and trousers, and painterly motifs elevate sporty styles. The intricate jewellery collection includes earrings, cuffs and necklaces cast from reclaimed metal and made locally in India.

In an exclusive conversation, we caught up with Anamika Khanna and Ann-Sofie Johansson, the creative advisor and head of design at H&M, to know more about the collection.

Harper’s Bazaar: How did the collaboration come into being? What was the inspiration behind it?

Ann-Sofie Johansson: It all started over a year ago. Anamika visited Sweden twice and we had several meetings to see this collaboration through. It was a long process, including creative handovers, fabric meetings, and two fittings. It’s been a fun collaboration. We chose Anamika because her designs are unique. Her style of blending different elements—the handcrafted ones, the glamorous pieces, and loungewear—resonated with us and with our customers. We want our pieces to be worn repeatedly and styled in many different ways. This collaboration has been about building a relationship and friendship.

HB: How did you ensure that your respective design sensibilities shine through the collection?

Anamika Khanna: To start with, when you go to the drawing board, you are aware of who you are designing for. Secondly, H&M has been acutely respectful and mindful of my design view. So, while creating this collection, I kept them in mind. I think when you go with an open mind, you’re ready to adapt, understand, change yourself. H&M came with their own thoughts too
but when they saw the designs, they were also adaptive and ensured to make this work. It was a collaborative process on each and every level.

HB: Did you have to navigate any creative differences?

ASJ: We wanted to enter Anamika’s universe, and bring that to our customers, offering them something unique. It’ was about making decisions together on what works best. Our aim was to create a really good collection.

AK: We worked towards the same goal.

HB: How would you describe the collection?

AK: It’s versatile, relaxed, loungy yet fit for dates, evenings, easy, and timeless. It’s a lot of fun—a shirt you can wear with jeans, as a dress, or with pyjamas.The origin of the collection is derived from India but takes on a global direction, mixing cultures and ideas without being restrained.

ASJ: I love the black skirt—Anamika wore it the first time we met.A black skirt is a must-have. I also love the menswear range—the long shorts and the jacket in organic silk with intricate details. The bag with green beads is exquisite, a piece of jewellery in itself.

AK:Yes, I love the bag. It’s a statement piece that can elevate any outfit.

HB: How do you foresee the future of creative collaborations?

ASJ: It’s about curiosity, being open-minded, and looking ahead. Being a designer is very intuitive—experience and knowledge play pivotal roles in creative decisions. Curiosity pushes you forward, leading to amazing discoveries and developments 

HB: Do you think making high fashion more accessible is the ultimate goal?

ASJ: The point of a collaboration is to show that good design isn’t limited to a high price. Making high-end designs approachable and accessible is a key aim of our collaborations. It’s also about generating new designs and pushing creative boundaries together. It’s two brilliant minds coming together to create something new and exciting that you might not
accomplish on your own.

HB: Is Indian fashion finally getting its due on the global platform?

AK: The process has started, and it’s a long ride. It’s inspiring to see Indian designs being accepted internationally. While Indian bridalwear continues to hold importance, we’re also exploring other facets. It’s a significant shift.

ASJ: There’s so much creativity and craftsmanship in India. The world is taking notice, and it’s about time the potential here is widely recognised.


All images are credited to H&M India.


The collection will arrive in selected stores and online at hm.com on September 5, 2024.

This article originally appeared in Harper's Bazaar India, August 2024 print issue.


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