Twenty-five years after Dil Chahta Hai became a defining cultural touchpoint for a generation, H&M India is bringing the film’s nostalgia into fashion with a limited-edition collection.
The collaboration brings together H&M India, Excel Entertainment and Universal Music India to mark the film’s 25th anniversary. Co-designed by Aaquib Wani Design, the collection draws inspiration from the film’s characters, visual language and moments that have continued to resonate in Indian pop culture.
The first drop features graphic T-shirts across H&M’s men’s and women’s categories, priced at Rs 1,499. The designs reference recognisable elements associated with the film, including Chapora Fort in Goa and its distinctive aesthetic. The collection is available through H&M’s website and select stores across India.
The collaboration also carries a personal connection for H&M India’s regional manager and CEO Helena Kuylenstierna. In a LinkedIn post, Kuylenstierna recalled watching Dil Chahta Hai for the first time around two years ago after moving to India with her family. She encountered the film during an overnight flight, watching it silently on the screen of the seat beside her.
The experience stayed with her, making the opportunity to translate the film into fashion particularly significant. Kuylenstierna described India as a market where “creativity, fashion & entertainment co-exist and thrive together.”
For H&M, the collection extends its wider association with entertainment and pop culture through fashion. The retailer has previously created collections inspired by global properties including Netflix’s Stranger Things and Disney, alongside licensed merchandise connected to franchises such as Harry Potter and Marvel.
The Dil Chahta Hai collaboration, however, taps into a distinctly Indian nostalgia. Instead of relying solely on character imagery or film branding, the collection draws from the movie’s visual identity, locations and cultural associations that have remained familiar to audiences decades after its release.
Released in 2001, Dil Chahta Hai, directed by Farhan Akhtar and produced by Excel Entertainment, followed three friends played by Aamir Khan, Saif Ali Khan and Akshaye Khanna as they navigated friendship, relationships and adulthood. Its portrayal of urban youth, travel and early-2000s fashion went on to become an enduring part of Indian popular culture.
With its 25th anniversary, the film is once again finding a place in contemporary culture—this time not just on screen, but in the wardrobes of a new generation.
