New Delhi: The most famous high-street fashion brand H&M collaborated with Indian fashion designer Anamika Khanna for an exclusive collection drop. The announcement came live in August 2024, when Anamika revealed about her collection and this great collab. During an interview, Anamika said “It’s a versatile, loungy and relaxed yet perfect outfit you can carry for a date, evenings, or with pyjamas. The outfit originates from India but takes a global turn with a mix of culture, ideas and thoughts behind it to wear it with comfort and style.”
The launch of the event took place on September 5, 2024, at 1:00 am and included a variety of 51 types of exclusive pieces for purchase including 24 for women, 15 for men and 12 accessories and was sold out within minutes of being launched across various websites and stores.
The collection launched across the country in brand stores and online on HM and Myntra applications had an overwhelming response resulting in the crash of both the applications due to the crazy rush by the customers to buy the exclusive range.
The entire Anamika Khanna x HM collection was sold out from each website within minutes of the launch, making it a hit in the market and disappointing many waiting for the cue to buy the collection.
This is not the first time HM has collaborated with any Indian fashion designer to showcase couture and let the general public buy the collection easily and on their hands. In 2021, Indian designer Sabyasachi collaborated with H&M to get customers a range of couture pieces at an affordable price, but a similar situation arose leaving customers in dissatisfaction with not getting their hands on the exclusive collection, and leading to the entire collection being sold out in within the few seconds of the launch.
The situation needs to be approved but on the other hand, shows the popularity of Indian fashion and couture at a global level and being recognised globally to have a waiting of launch to be sold out within minutes of the launch.
The Anamika Khanna x H&M collaboration, launched on 5 September 2024, showcased an exquisite fusion of Indian couture and global fashion. The pieces were sold out within minutes of release. Fashion Lifestyle News -Fashion Trends, Beauty Tips, Celebrity Party News, Relationship advice, Travel and Food Tips
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