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Anamika Khanna’s exclusive collection with H&M was sold out within minutes.
Fashion designer Anamika Khanna launched an exclusive collection with a fast fashion brand. The collection was sold out online within minutes of its launch.
Popular fashion brand H&M joined hands with Indian designer Anamika Khanna to launch an exclusive collection. The collection was launched on September 5 and it offered 51 pieces. The inclusive collection boasted 24 pieces for women, 15 pieces for men, and 12 accessories. However, upon its launch in H&M stores and on online platforms, the collection received an overwhelming response. A few online sites crashed within minutes of the launch of the collection.
The collection was launched at 11:00 AM on September 5. The designer took to her social media to share a sneak peek into her collection.
Take a look at it here.
Just a few minutes ahead of the launch, the app of the fashion brand crashed. As soon as the apps were revived, the much-awaited collection was sold out within minutes. Frustrated users took to social media to express their disappointment. Taking to social media, one user wrote, “App didn’t open… and everything sold out the minute it opened…. What was the point…. Very disappointed.” A second user wrote, “In India, the website was down until 11:15 and the moment the site came, everything in my wishlist was sold out. Very disappointed. Will it get restocked?” A third user commented, “Very badly done. Customer expectation vs reality with H&M…not surprised to be honest. H&M Instagram stories set a launch timer but that is for the show as they have released way earlier on the day which has left many customers frustrated.”
Back in August when Khanna had talked about her collection to Harper’s Bazaar India, she said, “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 pajamas The origin of the collection is derived from India but takes on global direction, mixing cultures and ideas without being restrained.”
This is not the first time H&M has collaborated with an Indian designer. Back in 2021, the brand launched a collection with designer Sabyasachi.
