H&M is proud to announce its print collaboration with local South African illustration studio Yay Abe, founded by Russel Abrahams. The print collaboration collection will be available at selected H&M stores in South Africa from the 2nd of June 2022.
‘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.
Yay Abe is a multi-disciplinary illustration studio founded by Russel Abrahams. His work is inspired by local people and cultures, characterised by bold colour, a unique graphic style 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 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 Russel Abrahams, founder, Yay Abe.
The Yay Abe x H&M collection will be available at selected H&M stores in South Africa from the 2nd of June 2022.