Reliance Brands Limited (RBL) and Indian couturier Anamika Khanna have agreed to team up for a 60:40 joint venture (either by itself and/or through its subsidiaries) to own and develop the AK-OK brand, thus laying the foundation for a new outlook in Indian fashion.
AK-OK was born from a personal story in a time of crisis and Anamika Khanna’s sons Viraj and Vishesh’s determination to rewrite the story into a story of optimism and acceptance.
In keeping with its inception, the label began with an attitude of deconstructing everything that “was meant to be” and accepting what “could be”. With an age- and gender-independent design philosophy, AK-OK evolved in recognition of rapidly changing lifestyles – where day vs night clothing was linear. AK-OK is building a world where it’s totally okay to bring luxury and relaxation together, to create a distinctly personal take on style and not be dictated by trends or others. Although the brand originated in India and contains intricate Indian nuances, each collection of AK-OK design brings quirks and interesting silhouettes that transcend geographical boundaries.
“The partnership with Anamika Khanna revolves around our recognition of the growing popularity and appeal of homegrown talent both in India and globally. Known for her eponymous label, Anamika Khanna is known for encapsulating India’s rich craft in global contours. We are excited to partner with Anamika’s AK-OK brand journey from the beginning 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 a new design powerhouse to our growing repertoire of fashion brands,” said Isha Ambani, Director of Reliance Retail Ventures Ltd. (holding company of all retail companies in Reliance). Industries Limited group).
Anamika Khanna, a design powerhouse, will continue to lead the creative direction of the brand as Creative Director. “As India’s largest luxury retailer, the lessons RBL has learned from operating a broad retail network across its group companies and its experience building a diverse portfolio of luxury to premium brands will serve as a basis for guiding AK-OK as a of the most recognizable new age brands. worldwide. It also allows me to have fun with the brand, while exploring limitless future possibilities together,” said Anamika Khanna.
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