H&M has revealed its next local creative partnership, this time launching a print collaboration with South African multi-disciplinary illustration studio Yay Abe, founded by Russell Abrahams.
The Yay Abe x H&M collection is a follow-up to the retailer’s design collab with Keneilwe Mothoa and Lubabalo Mxalisa of the lifestyle brand Neimil last year.
The Yay Abe x H&M collection consists of Tees, Hoodies, Crewnecks, and Pants.
Speaking on the collab with H&M, Russell Abrahams said, “This collection for H&M is inspired by gratuity and reciprocating appreciation between people. I really wanted to create a body of work that people can wear and be proud of. It’s all about feelings, affirmations, and craft. I think illustration should always evoke an emotion. It’s what makes people gravitate towards good design.”
“The Yay Abe x H&M collaboration is a project initiated to support small business owners and promote the local design industry within South Africa. This collaboration is the first-ever locally printed collection from H&M in South Africa, and we are very excited to offer our customers a unique collection that’s inspired by the celebration of life,” says Caroline Nelson, country manager, H&M South Africa.
Look out for the Yay Abe x H&M collection to hit local H&M stores from Thursday, 02 June 2022.
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