H&M has launched its collection in collaboration with Kolkata-based Indian designer Sabyasachi Mukherjee on Thursday.
Talking to Vouge about his collaboration with H&M, designer Sabyasachi Mukherjee said that there is a wonderful quote by Rumi that sums it up: “What you seek is seeking you.” He received an email from H&M saying they were interested in partnering. “I thought it was too good to be true, and probably spam, but it wasn’t. H&M’s designer tie-ups are what legends are made of.”
He continued: “This is part of the big fashion dream because it is a validation of your work—it means they believe that my product is desirable enough to translate itself to the mass market. We have created hysteria in Indian couture (we’re the most copied brand here) but that makes us inaccessible, and yes, I do get a lot of requests to do something more affordable. This was the perfect opportunity to do that. Plus, I got to work with denim for the first time, which was exciting.”
Sabyasachi further said that it took him six months to create the artwork for this collection.
This is H&M’s first global Indian designer collaboration. The collection will be available in stores in 18 countries, including India, the US and Britain.