WORDS Michaela Stehr IMAGES Supplied
The print collection featuring the works of Russell Abrahams, founder of Yay Abe, will be available in-store from 2 June 2022.
“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.
READ MORE: Illustrators We Love: Yay Abe
The bold work of Yay Abe is inspired by the melting pot of culture and the local vibrancy of South Africa and its people. His style is playful using colour combined witha unique graphic style, featuring thick lines, shapes and tones. The illustrations aim to tell a story and a narrative of individualism.
“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.