Anamika Khanna, an Indian designer, recently joined hands and collaborated with H&M to launch a new fashion line with them.
In August 2024, Anamika Khanna announced it and also described the designs she is going to release as comfortable, stylish, and suitable for casual outings as well as fancy events.
Anamika Khanna’s Exclusive Collection for H&M
Anamika Khanna also explained that the collection is inspired by Indian culture and has a global twist, as she added more flair, styles, and designs to it.
The collection launched on September 5, 2024, at 11 AM, and has 51 items.
Latest campaign for Anamika Khanna x H&M
#HM #HMME #HMSouthAfrica #AnamikakhannaHM #AD pic.twitter.com/I6NREIcZTe
— Naliyani Uma (@naliyani8) September 3, 2024
The collection was made available in H&M stores across India and also online on Myntra and H&M’s sites as well.
However, the apps and sites started crashing because of the traffic they saw on the web portal.
When apps started working, people realized the things were sold out in just minutes of it being launched.
View this post on Instagram
Reacting to the situation, one user commented,
“Very badly done. Customer expectation vs reality with h&m not surprised to be honest. H&m instagram stories sets a launch timer but that is for show as they has released way earlier on the day which has left many customers frustrated.”
Another user shared their joy of being able to buy something.
As they commented, “This is so fun 
”
Many customers were frustrated and shared online how disappointed they were about it, and they commented on it on Anamika’s post as well.
This isn’t the first time fashion platforms faced such issues.
In 2021, when Sabyasachi collaborated with H&M, the same thing occurred.
People could not get access to the apps, and things were out of stock in literally minutes of them going out. These events show how huge fashion products are in demand.
