Anamika Khanna’s ready-to-wear label AK|OK is stepping onto the international retail stage for the first time, unveiling AKOK Resort in an exclusive shop-in-shop at Selfridges London. The launch marks the first time an Indian prêt-à-porter label has entered the international multi-brand retail circuit, a milestone for the brand and for Indian fashion more broadly.
Rather than treating “resort” as a seasonal escape, AKOK Resort 2027 frames it as a mindset: clothing meant to move fluidly between cities, coastlines and daily life without demanding attention. The line leans on breathable materials: lightweight cottons, washed linens, fluid silks and airy knits, cut into silhouettes that stay relaxed while still holding their shape.
The colour story pulls from sun-bleached tones – chalk, stone, sand, weathered olive, washed indigo, burnt earth and a soft black – giving the pieces a lived-in, sun-worn quality rather than crisp, artificial saturation. Craftsmanship shows up in quieter details too: raw edges, softened seams and understated embroidery designed to become more personal as they’re worn in.
Staying true to the AK|OK ethos, the collection is gender-fluid and seasonless, built to be mixed and layered according to the wearer’s own style rather than a fixed formula.
The story behind the label and its debut at Selfridges
AK|OK is the ready-to-wear arm of designer Anamika Khanna, developed in partnership with Reliance Brands and creatively steered alongside her sons, Vishesh and Viraj Khanna. Khanna herself holds a notable place in Indian fashion history: she was the first Indian designer to show at Paris Fashion Week, debuting there in 2007, and has spent decades reworking traditional silhouettes like the sari, kurta and dhoti into pieces that feel current on both Indian and international runways.
AK-OK itself launched in 2019 as an e-commerce-first label aimed at a younger audience, before Reliance Brands took a 60:40 stake in the venture in 2021. It made its runway debut at FDCI x Lakme Fashion Week in Mumbai, showcasing a laid-back but elevated aesthetic across kaftans, capes, jackets and dresses. The label’s name is meant almost as a mantra — a nod to the idea that everything works itself out, distilled into a relaxed, “it’ll all be AK-OK” philosophy.
Selfridges — founded in 1909 and now part of the Selfridges Group under Thailand’s Central Group — is one of fashion retail’s most storied stages, home to more than 300 brands and known for spotlighting what’s next in fashion and culture. Landing an exclusive there gives AK|OK a high-visibility platform to introduce contemporary Indian design to a global audience, building on a brand identity centred on being authentic, forward-looking and easy to wear.
Alongside its Selfridges debut, AK|OK already retails in India and has a foothold in the US through Saks Fifth Avenue, while showing regularly on the London Fashion Week calendar — positioning this Selfridges launch as the next step in a longer international expansion.
