The joint venture will see the conception of a new brand ‘AK-OK’
December 20, 2021: Reliance Brands Limited (RBL) and Indian designer Anamika Khanna have instated a 60:40 Joint Venture (either by itself and / or through its affiliates) for owning and developing the brand AK-OK. This venture is followed by RBL’s recent investments in Manish Malhotra and Ritu Kumar.
“The partnership with Anamika Khanna pivots around our recognition of homegrown talent’s growing popularity and appeal, both in India and globally. 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.
The new brand AK-OK was born out of a deeply personal story in a time of crisis and Ms. 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”.
Inspired by its genesis, the label has an attitude of deconstructing everything that was “meant to be” and accepting what “could be”. With age and gender agnostic design philosophy, AK-OK adapts to rapidly changing lifestyles – where dressing for “day” v/s “night” was linear.
The Anamika Khanna label has always given a bold aesthetic to Indian wear. In the same vein, AK-OK creates a bridge between the luxurious and the relaxed, to create a distinct personal take on style and not be dictated by trends or “others”. It’s about having a distinct style and not being afraid of being out there. The brand includes intricate Indian nuances while also inculcating design quirks and interesting silhouettes that transcend geographies.
Ms. Khanna will continue to lead the creative direction of the brand as Creative Director.