H&M reveals its latest designer collab, coming to stores this September

Indian designer Anamika Khanna, who founded her eponymous label in the 1990s, is the latest luxury fashion designer collaborating with high street maven H&M, launching on 5 September.

From Jimmy Choo to Paco Rabanne, H&M has collaborated with some of the most sought-after luxury brands of the century. First collaborating with Karl Lagerfeld in 2004, the H&M collaborative collections have become sellouts ever since, with shoppers camping outside stores to get their hands on designer pieces for less.

Now, the retailer is democratising Anamika Khanna's label, making the beadwork and glamour she's renowned for available to high street consumers.

The new H&M collaboration with Anamika Khanna celebrates the Indian designer’s "signature eclecticism and flair for fusing glamour and craftsmanship with contemporary tailoring and luxe loungewear".

Bringing the sartorial codes of India to an international customer, Anamika Khanna reimagines traditional silhouettes with contemporary cuts. The graphic-heavy collection comprises womenswear, menswear, jewellery and accessories.

Anamika Khanna said: "I've always felt Indian fashion gets lost when interpreted by the rest of the world. Often, our fashion — in terms of the culture, the heritage of craft and textile embroideries — is regarded as costume or not wearable or modern enough. Things have changed a lot, and this collection with H&M allows me to take something Indian and make it global and contemporary."

The collection is brought to life with intricate graphic designs, vivid in colour and complete hand-embroidered embellishment. The womenswear lineup consists of draped skirts and airy kaftans. As for men, traditional cuts are refreshed with graphic motifs and sportswear codes.

Ann-Sofie Johansson, creative advisor at H&M, said: "Anamika designs clothes to encourage the wearer to express themselves. The silhouettes are fluid and draped, often in a way that can be personalised. The prints are also intriguing. She integrates many fully printed looks, combining traditional colour elements with something more graphic."

The collection, which launches on 5 September, will be hitting stores across India, UAE, UK, Singapore, Vietnam, South Africa as well as worldwide online on h&m.com.