Breakfast With... Anamika Khanna

Some designers have crossed the ₹100-crore mark, with angel investors. Do you ever think about going in that direction?

Crossing a certain mark is not the criteria for us, growth and expansion is imperative. As long as it does not fight with the fact that we want to maintain quality, the process is obviously slow. However, no doors are closed.

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Sonam Kapoor remains a silent brand ambassador of your label. How does she epitomise the spirit of the brand Anamika?

Sonam is an intelligent, free-spirited girl with a thinking mind. She understands fashion and is not a victim of what one has to do. She has the courage to set her own rules, besides the fact that she is undeniably beautiful. However, it helps that fashion-wise, we manage to speak the same language.

Do you feel it would have been better to have studied at a fashion college, as you are self-taught?

While I miss the fact that a fashion college would have taught me the technical side much better, I do feel that the learning from experience and experimentation on the ground cannot be substituted. Rising from scratch and starting from ground zero is obviously a bigger challenge, but it also leaves the mind free to explore and not be confined by boundaries. Sometimes graduating from a certain institute may guide you towards a certain direction, which at this moment being self-taught has left me to find my own.

What do you think is the brand’s biggest strength?

The brand clearly stands for subtlety, elegance and experimentation. The biggest strength, I would say, is the fact that we respect craft and art with our soul, yet have the courage to make it modern and keep the clothes versatile as well as international.

You haven’t branched out to décor, accessories, perfumes and home, like other designers. Any plans?

Design and quality has been high priority. Now we feel ready to diversify into specific areas of ready-to-wear (RTW) and home textiles. Wedding design solutions are also on the agenda.

Which are the designers, authors and spiritual leaders who have influenced you?

Designers whom I have loved include Vivienne Westwood, Ann Demeulemeester and Rohit Bal. The spirit and ideology of Jainism has always had a big influence on me.

Ever thought of a prêt line for those who want to wear Anamika, but can’t afford it?

A prêt line is on its way soon.

What would you attribute your success to?

Success is relative. We still have a long way to go. However, nonstop learning and hard work are the only mantras for success.

From where do you get the fine sense of detailing that one can see in your clothes?

It’s very hard to explain but the experience, exposure and constant experimenting has made all of us respect fine detailing. Somewhere down the line, none of us are satisfied until things are perfect. Every small detail matters.

Will you ever get tired of the dhoti and cape?

While we’ve moved on, I would not hesitate to say that the dhoti is here to stay; it is an integral part of the Indian dress code, almost as ubiquitous as the churidar. We’ve only modernised it. About the cape, fashion evolves and one thing gives way to another. I’m as good as my last collection.

How tough is it to sustain yourself in an industry where you see new designers cropping up almost every day?

It is a tough industry, that’s a fact. It needs constant dedication and hard work because you are judged every day. We remain true to what we do and the competition has been within. It’s a good thing that there’s been so much design development and new designers are constantly pushing fashion boundaries. It helps us enlarge the envelope, too.

E-commerce...does it interest you?

E-commerce surely interests us. Obviously, we have to move with the world. We will be looking at that seriously with our ready-to-wear.

From the July 2015 issue of L’Officiel India.