H&M has just announced its collaborative collection with South African illustration studio, Yay Abe. Yay Abe is a multidisciplinary studio founded by Russell Abrahams. His design is usually of a playful nature, with bold motifs and lots of colour.
This is the multinational retailer’s third collection with a South African designer, following 2019’s partnership with Palesa Mokubung’s Mantsho and 2021’s with lifestyle brand Neimil. “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.
“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,” says Russell Abrahams.
The Yay Abe x H&M collection will be available at selected stores from the 2nd June 2022.