Don Julio non-alcoholic carbonated beverages x Anamika Khanna: A couture dialogue between cultures

When a globally recognised name like Don Julio steps into the world of fashion, the result is quite unpredictable, but in collaboration with couturier Anamika Khanna, it becomes something far more layered. Rooted in Don Julio’s philosophy of Por Amor, a way of creating driven by passion and intention, the partnership moves beyond product into a shared creative language.

Unveiled as a one-of-a-kind couture moment, the collection brings together five distinct looks shaped by the vibrancy of Mexican heritage and Khanna’s signature approach to Indian craft. Rather than drawing literal references, the collaboration explores emotion, movement, and storytelling, where bold palettes, sculptural forms, and intricate detailing converge. It is less about merging two aesthetics and more about finding a natural rhythm between them, creating a body of work that feels both globally informed and deeply personal.

At the core of the collection lies the idea of Modern Mexicana, not as a fixed visual identity, but as an evolving emotional language. For Khanna, the starting point was not surface-level inspiration, but something more intuitive:

“For me, Modern Mexicana wasn’t about literal references but about engaging with its emotional and cultural vocabulary. What stood out was how storytelling in Mexican culture is deeply sensorial, expressed through colour, movement, and celebration, yet rooted in meaning. The philosophy of Por Amor shaped this collaboration with Don Julio Non-Alcoholic Beverages, shifting the focus from surface inspiration to intention, where craft becomes an act of devotion. This translated into silhouettes that feel bold yet fluid, sculptural forms balanced with movement and restraint. I explored contrasts between structure and softness, using tailoring, drapes, metallic accents, and embroidery to create a subtle dialogue between Mexican expression and Indian craftsmanship. What inspired me most was viewing heritage as something evolving. Modern Mexicana, for me, became a shared emotional language shaped by craft, intention, and Por Amor.

This sense of evolution carries through the garments themselves. The five looks move between structure and fluidity—where statement sleeves echo the drama of traditional fiesta dressing, while cropped jackets and layered tailoring introduce a sharper, more grounded edge. Embroidery and metallic detailing are used with precision, never excess, allowing each piece to unfold gradually rather than overwhelm at first glance”.

That idea of restraint, of knowing when to stop, became central to the collection’s identity:

“For me, Por Amor is less a singular emotion and more a way of working with patience, allowing ideas to evolve rather than forcing them into completion. That felt instinctively aligned with Indian craftsmanship and with my collaboration with Don Julio Non-Alcoholic Beverages. I was drawn to the layered, non-linear nature of Mexican storytelling, where ritual, pause, and celebration coexist. That rhythm shaped the collection as a series of moments, rather than just garments. The silhouettes feel fluid, almost as if they’ve evolved over time. Craft follows the same idea; embroidery reveals itself gradually, inviting a slower engagement. There was also a sense of restraint, knowing when something feels complete. Nothing is excessive; every detail is intentional. In that way, Por Amor becomes a quiet rhythm within the collection shaping how craft, emotion, and culture come together”.

What emerges is not a juxtaposition of two cultures, but a recognition of shared sensibilities. Khanna points to a natural alignment between Mexican expression and Indian craftsmanship—one rooted in contrast, emotion, and a deep respect for process:

“What stayed with me was how both cultures encode celebration into craft. In Mexican expression, colour and texture feel instinctive almost like a language of emotion. In Indian craftsmanship, I’ve always seen a similar sensibility, where every technique carries memory and lineage. What felt especially interesting was the shared relationship with contrast, exuberance alongside restraint, intricacy balanced with ease. There’s an acceptance of irregularity, where imperfection becomes a marker of authenticity. That felt like a very natural point of connection. So when I began working on this collaboration, it didn’t feel like I was bringing two distinct worlds together. Instead, it felt like uncovering a shared design language. It became less about translation and more about recognition. Working with Don Julio Non-Alcoholic Beverage reinforced that perspective, the idea of being deeply rooted yet open to reinterpretation. The garments, in that sense, are not just expressions of culture but of exchange, where influences evolve while retaining their identity”.

The balance between vibrancy and restraint is further reflected in how each element is placed, never arbitrary, always intentional.

“I’ve always approached design intuitively; it has to feel discovered rather than constructed. What drew me to Mexican culture wasn’t just its vibrancy but its ability to hold complexity within it, where exuberance and introspection coexist. Rather than using overt references, I focused on editing what to hold onto and what to leave out. That became central to the way I approached the collection. The pieces are expressive but also restrained in how each element is placed. So a sculptural sleeve isn’t just about volume; it’s about how it frames the body and creates presence. A metallic accent isn’t used for embellishment alone; it’s there to catch light in a certain way, almost like a fleeting moment. Even colour is treated with intention, not as a statement, but as a rhythm that moves through the garment. Working with Don Julio Non-Alcoholic Beverages introduced a very clear emotional anchor through Por Amor, a sense of care and precision, and knowing when something feels complete. That sensibility naturally guided the balance within the collection. It became less about merging aesthetics and more about finding a shared balance where everything feels considered, intentional, and quietly aligned.

Beyond the garments themselves, the collaboration also rethinks how fashion is experienced. Presented as a one-night-only showcase timed with the spirit of Cinco de Mayo, the collection was conceived not as a traditional runway, but as an immersive environment—where the audience encounters the pieces in motion, in fragments, and in dialogue with the space around them”.

What Anamika Khanna and Don Julio have created is not simply a cross-cultural collaboration, but a redefinition of how fashion can carry meaning across geographies. By grounding the collection in Por Amor, the partnership moves beyond aesthetics into something more enduring, where craft becomes a language of care, and design becomes a form of storytelling.

In bringing together the vibrancy of Mexican heritage with the depth of Indian craftsmanship, the collection resists easy categorisation. Instead, it exists as a moment, fleeting yet deeply considered, where fashion is not just seen, but felt.

Image credits: Anamika Khanna

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