‘Gen Z driving rise of digital fashion’, says designer Anamika Khanna

Ace fashion designer Anamika Khanna believes designs should celebrate India’s diverse culture while pushing the boundaries of contemporary fashion. Khanna, the creative force behind AK-OK, recently showcased her new Spring Summer ’24 collection at Lakme Fashion Week x FDCI. Drawing inspiration from the adventures of a nomadic biker hailing from Odisha’s Bonda tribe, the collection in collaboration with Ajio Luxe is a fusion of heritage and modernity.

“It celebrates tribal culture with a modern twist, inspired by the Bonda tribe of Odisha. Ajio Luxe and I share a passion for celebrating India’s rich heritage while embracing modern innovation. Together, we are excited to showcase Indian craftsmanship and offer our collection to a wider audience,” said Khanna.

In an interview with indianexpress.com, Khanna speaks about her love for modern aesthetics, classic denim, and how Gen Z (aka Zoomers, born between 1997 and 2012) is driving the fashion landscape.

Tell us about your new collection inspired by the Bonda tribe.

Anamika Khanna: This collection has kept me busy for the last few months. It celebrates tribal culture with a modern twist. I sought to pay homage to the Bonda tribe’s artistry while adding a contemporary twist. As a brand deeply rooted in celebrating local craftsmanship and heritage, we must create awareness about the exquisite tribal art of Odisha. The collection is grounded in denim with a palette that includes quintessential whites, ivories, and blacks, expanding over to a range of prints and bolder colours like red and pink. We have incorporated these elements to honour the tribe’s resilience, creativity, and skilled craftsmanship.

What sets your designs apart?

Anamika Khanna: We focus on creating pieces that resonate with people. Our designs go beyond fashion; they tell stories, evoke emotions, and empower. We celebrate India’s diverse culture while pushing the boundaries of contemporary fashion. Authenticity and passion shine through in everything we do.

Why is denim a timeless fabric?

Anamika Khanna: Denim’s versatility, sturdiness, and ability to transcend trends make it timeless. It effortlessly blends comfort and fashion, suitable for various occasions. Whether dressed up or casual, denim offers a cool sophistication that never goes out of style.

Anamika Khanna’s new collection is a spin on denim (Source: PR Handout)

What are the top three things needed to understand fashion today?

Anamika Khanna: Embrace diversity, sustainability, and individuality. Fashion is about expressing yourself, making conscious choices that reflect your values, and celebrating cultural exchange and inclusivity.

Has fashion changed for Gen Z?

Anamika Khanna: Absolutely! Gen Z prioritises inclusivity and self-expression. They are conscious consumers who value authenticity and transparency. They are driving the rise of digital fashion and influencing trends through social media, creating a more accessible fashion landscape.

Any advice for aspiring designers?

Anamika Khanna: Stay true to your vision and always embrace failure, surround yourself with a supportive network, and do not fear risks.

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