H&M has garnered fame for its sustainable efforts and worked with top South African fashion designers. Now it’s tapped Russell Abrahams for its latest collaboration.
For the uninitiated, Abrahams is the brainchild behind multidisciplinary art studio Yay Abe, which focuses on creating opportunities and space for artists, with a focus on creators of colour.
As part of the Yay Abe x H&M collaboration, Abrahams has worked with the retailer on a collection of items that is a “celebration of people and good vibes”.
Speaking about the collection, Abrahams said: “Each piece has a unique illustration that has been designed and drawn with love. The overarching theme has been the idea of giving people flowers. This is to show people love and appreciation for the now — celebrating everyday life now rather than later because we all deserve to get flowers.”
This is retold literally, with flowers represented in a number of the pieces, including hoodies, sweatshirts and tees.
While aiming to pull in young people, Abrahams also hopes fashion lovers over the age of 30 will resonate with Yay Abe x H&M’s approach to muted colours.
“It’s for anyone of any gender or colour. Dress them up or down. The wearer should do whatever,” said Abrahams.
The Yay Abe x H&M collection will be available at selected H&M stores from June 2.
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