SA Brand Yay Abe Announces Its Partnership With H&M
SA Brand Yay Abe Announces Its Partnership With H&M. South African Visual arts brand Yay Abe has announced that it has collaborated with H&M, to create a body of work that aims celebrate individuality, the collaboration will be available at H&M stores from the 2nd of June 2022.
The company took to Instagram to make this announcement, the post read, “Yall! My heart is exploding. It’s with great honour I get to announce my collaboration with @hm #HMsouthafrica. A body of work that celebrates both you and me. Hitting stores on the 2nd of June 🥳 #YayabexHM A massive shoutout to @conradroselt , @elbrepienaar and the team for bringing me on board. Creative director: @tarryno Photographer : @ricardosimal Digital assist : @lukehouba Light assist: @xaviervahed Light assist: @graham_paul_kennedy Stylist: @gabriellekannemeyer Style assist: @tambruinders Make up: @magicalmishelle Hair: @justine_nomz Cast : @summerzoethompson @babydaiz_ @nicostopforth sinari.asi5”
Russell Abrahams is a Cape Town-based illustrator, and founder of the illustration studio, Yay Abe. As an extension of his personality, his designs are best described as colourful, playful and able to own any space. They have already been wrapped around a KFC bucket, sandwiched in a Bombay Sapphire zine and stretched across Africa’s largest billboard. H & M Hennes & Mauritz AB (H&M) is a Swedish multinational clothing company headquartered in Stockholm. Its focus is fast-fashion clothing for men, women, teenagers, and children. H&M operates in 74 countries with over 5,000 stores under the various company brands.
This partnership is set to be very lucrative for both brands as they all pride themselves in providing quality products, this has enabled them to build the brands that exist today. Both brands have established customer bases and this collaboration can serve as a way of these brands exposing themselves to different markets.
