Fashion mergers and partnerships have become a new trend. Luxury brands like Balenciaga, Gucci, Supreme and many such big brands collaborated with other luxury houses to produce limited-edition fashion.
Rcently, Reliance Brands Limited (RBL) and Indian couturier Anamika Khanna have joined hands for a 60:40 Joint Venture (either by itself and/or through its affiliates) for owning and developing the brand AK-OK. Both the companies have an aim to set the foundation for a new outlook in Indian fashion through this collaboration.
According to Anamika Khanna said, “As India’s largest luxury retailer, RBL’s learnings from operating a wide retail network across its group companies and experience of building a diverse portfolio of luxury to premium brands will come in good stead to steer AK-OK as one of the most recognisable new-age brands globally. It also allows for me to have fun with the brand while exploring boundless future possibilities together”. Khanna will continue to lead the creative direction of the brand as Creative Director.
The idea behind AK-OK was born out of a deeply personal story in a time of crisis and Anamika Khanna’s sons Viraj and Vishesh’s determination to re-write the narrative to one of optimism and acceptance – “Don’t worry, everything will be AK-OK” started it all. The label started with an attitude of deconstructing everything that was “meant to be” and accepting what “could be” There is also an underlying romanticism in the character of this brand, AK-OK which is about life, about not being afraid, of being out there. While the brand originates in India, AK-OK galvanizes design quirks and interesting silhouettes that transcend geographies.
“The partnership with Anamika Khanna pivots around our recognition of homegrown talent’s growing popularity and appeal, both in India and globally. Known for her eponymous label, Anamika Khanna is well recognised for encapsulating India’s rich craft in global contours. We are excited to partner with Anamika’s AK-OK brand journey right from its early days and present a unique design philosophy to Indian and global consumers. Indian fashion brands are a strategic part of our luxury portfolio and with this partnership, we are adding another design powerhouse to our growing repertoire of fashion brands”, said Isha Ambani, Director, Reliance Retail Ventures Ltd. (holding company of all retail companies in Reliance Industries Limited group).
