H&M partners with SA illustrator Yay Abe on first locally-printed collection

Russell Abrahams, founder, Yay Abe. Source: Supplied

“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.

The Yay Abe x H&M collection follows the retailer's design collab with lifestyle brand Neimil last year, and with SA fashion label Mantsho in 2019.

SA brand Neimil given platform to shine in H&M

Lauren Hartzenberg  8 Nov 2021

Bold, graphic and locally inspired

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, and his work reflects his surroundings and the pulse of the nation.

Yay Abe x H&M. Source: Supplied

“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 Abrahams.

The Yay Abe x H&M collection will be available at selected H&M stores in South Africa from 2 June 2022.