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.
![](https://brandreserve.co.za/dev/10and5wip/wp-content/uploads/2022/07/aye-abe002-1024x712.png)
‘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.
![](https://brandreserve.co.za/dev/10and5wip/wp-content/uploads/2022/07/aye-abe003.png)
![](https://brandreserve.co.za/dev/10and5wip/wp-content/uploads/2022/07/aye-abe004.png)
‘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.
![](https://brandreserve.co.za/dev/10and5wip/wp-content/uploads/2022/07/aye-abe005-1024x754.png)
The Yay Abe x H&M collection will be available at selected H&M stores in South Africa from the 2nd of June 2022.