H&M has announced its print collaboration with local South African illustration studio Yay Abe, founded by Russell Abrahams. “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 Russell Abrahams. His work is inspired by local people and cultures, characterised by bold colour, 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 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, 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.
Join us on #LAChats this Thursday 19 May 2022 as we speak to Russell Abrahams about this exciting collaboration!