For its next local creative partnership, global retailer H&M is launching a print collaboration with South African multi-disciplinary illustration studio Yay Abe.
According to H&M, this collaboration is a project that aims to support small business owners and promote the local design industry within South Africa. The H&M South Africa country manager, Caroline Nelson, said they are excited to offer their customers this collection. “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 Nelson.
Yay Abe is founded by Cape Town-based illustrator Russell Abrahams. Inspired by local people and cultures, Abrahams’s work stems from the society in which he lives. It is characterised by bold colour, a unique graphic style and playful nature, and it reflects his surroundings and the pulse of the nation.
Abrahams said this collection 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,” he said.
The Yay Abe x H&M collection will be available at selected H&M stores in South Africa from 2 June.
Also read:
New water goddess art mural Camissa makes waves at the V&A
Picture: Yay Abe (Instagram)
