“The perfect marriage is one where core values align and the essence of the brand is injected with a burst of new meaning.”
H&M announced it’s print collaboration with local South African illustration studio Yay Abe.
“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 location from H&M in South Africa.
The apparel brand that is a leader in the “fast fashion space” is excited to offer customers a unique collection that is inspired by the celebration of life says Caraline Nelson, Country Manager of H&M South Africa.
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Yay Abe is a multi-disaplinary illustration studio based in Cape Town, founded by Russell Abrahams. His work is insisted by local people and cultures, characterised by bold, a unique graphic style and playful nature. It stems from the society in which he lives. His work reflects his surroundings and the pulse of the nation. He is intent on telling interesting and vibrant stories and narratives with depth.
“This collection for H&M is inspired by the 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, affirmation, craft. I think illustration should always evoke an emotion. It’s what makes people gravitate towards good design,” says Russell Abrahams, founder, Yay Ade.
The print collaboration collection will be available at selected H&M stores in South Africa from the 2nd of June 2022.
