“What you want is finding you,” says designer Sabyasachi Mukherjee of his latest collaboration with H&M. The international fashion giant was on the lookout for a partner to raise its voice in India and take forward Indian sensibility internationally, better than the iconic label Sabyasachi. India story ahead.
“I’ve done many collaborations and each one is diverse, but what I try to do with every collaboration is India’s story, take it forward; if I can’t have an Indian narrative, I don’t want to do it.” It was such a proud moment with H&M that when it comes to recognition of one’s work it is like a Lifetime Achievement Award. Only when your label has a strong voice that it is the mind of many countries could cross the space of, “says the designer.
Truly a proud moment for Indian fashion, for the first time fashion giant H&M collaborates with an Indian label to create a capsule collection for its customers across the globe. The Sabyasachi H&M collaboration-themed “Wanderlust” will present rich textiles in modern as well as classic Indian silhouettes that are in tune with the modern global nomadic mindset.
“At H&M, we are thrilled to be able to announce the new date for our collaboration with iconic Indian designer Sabyasachi. In times like these, we believe that people value home crafts and the use of textiles more than ever and no one can do this better than Sabyasachi. We look forward to taking this fantastic collection to as many people as possible around the world,” says Maria Gemzel, H&M’s Head of New Development.
Due to the complexities of the COVID-19 situation, the launch was put on hold, but the wait was finally over. The highly anticipated ‘Ready to Wear’ collection will be available this Thursday, August 12 at select retail stores worldwide and online. The range will bring casual sophistication to everyday life in a simple, yet glamorous style.
The Preet Collection in association with H&M gives the Sabyasachi label an opportunity to spread its beauty to a wider audience in India and across the globe. “I’m often asked why I can’t make my clothing more affordable, but outreach like the Phantom requires huge investment and logistics costs, which I can’t figure out. Now I can proudly say that I Having created an exclusive Prett line that deals with H&M and the world, it’s a great time to celebrate 20 years of my label,” says the Kolkata-based designer.
H&M has always collaborated with the biggest names around the world, so it should come as no surprise that Sabyasachi was his choice, as Gemzel says, “H&M’s iconic collaborations cater to a global audience. We look forward to collaborating with partners who share values and progress. Fashion is not just about clothing, but also about giving people dreams and hopes, and so we choose talents and values that resonate with it. It’s important to give something more to our customers across the world and that’s why this collaboration was important to us.” “Collaboration creates emotion and fashion is both global and local at the same time. India is a super important market for H&M and it is a privilege to work with a talent and creative designer like Sabyasachi,” claims Gemzel.
In soothing yet rich fabrics, the collection is the perfect modern statement look for glamorous lounge wear for fashion lovers who want a chic yet eclectic ensemble. The highlight of the collection will be the Indian textile and print traditions brought to life by Sabyasachi Art Foundation, carefully crafted and embroidered in multicultural silhouettes.
Talking about the collection the designer revealed, “What was important to us is the embroidery and prints. In order to create timeless, beautiful and affordable clothing, it was important to display these handmade creations on a commercial scale, designed by H&M. A lot of H&M is manufactured in India, they’ve brought in their best teams, and we put our heads together to build a line I’m extremely proud of.”
Sabyasachi H&M Collection will offer a complete fashion wardrobe for both men and women, comprising of accessories, jewellery, footwear, sunglasses at all accessible price points. Some of the highlight pieces include long flowy dresses, tunics, blouses, breezy shirts, wide pants and more. It will also introduce a first of its kind associate saree which is specially designed for the customers in India.
“The collection is amazing, and it really reflects Sabyasachi’s aesthetic—its eclectic, fluid, decorated; It has all the elements which are loved by all the fashion lovers around the world. At our brand D&A we talk about dressing for your personality, dressing up as the best version of yourself, not just anyone else – that’s the power of fashion. We have a great process of people talented in production and development, it’s all about choosing the right components and an efficient production line, it’s many materials that have to come together perfectly for a successful cooperation,” says Maria Huh.
The collection is topical in that it is gender fluid that is a conversation that fashion can no longer ignore. “When we talk about inclusion and diversity, these are very important values for H&M,” Maria says. Sabyasachi says, “It is topical but at Sabyasachi we have maintained this fluidity since the inception of the brand. I was brought up in a household where we were taught to respect and treat men and women equally, Gender fluidity was normal, it was not something that had to be specifically addressed. When it comes to body positivity, gender fluidity, these are the key conversations that we present through our collection, where Both men and women can borrow from each other’s sections, try on different sizes, mix and match for an entirely new wardrobe.”
The designer revealed, “We had a great understanding of chemistry and when a brand and a fashion house understand each other, the magic happens.” For more details, IANSlife spoke to Sabyasachi and Gemzel at the launch.
Interview excerpts:
H&M is renowned for its collaborations… How important was it for the brand to include an Indian designer for its Indian market and that too Sabyasachi who is unquestionably India’s leading couturier?
Maria Gemzel: H&M has been offering fashion fans a constant stream of designer collaborations since beginning with Karl Lagerfeld in 2004, with our partnership becoming the eagerly awaited event. We picked Sabyasachi for a designer collaboration as he is the undisputed master of Indian couture, with an amazing ability to dictate new silhouettes. We were fascinated by how he spoke to the modern woman and man as much as the craftsmanship and beauty of his designs, which you’ll be able to see throughout the collection. But what really makes this collaboration unique are the individual signatures included in the collection, such as the unmatched Bengal tiger-Sabyasachi signature logo as well as the Sabyasachi Art Foundation’s signature textiles and prints.
While the collection is quintessentially Sabyasachi; From prints and embroidery to craftsmanship, he was extremely eclectic? We’re making the collaboration process a wonderful experience. From being invited to their creative process where we made this? collection to breaking bread together! What a pleasant surprise to see his ability to stay so down to earth despite working so hard and being so successful. We were also surprised by how much fun the process was – he was excited to make the pre-porter and we were excited to work with him.
With the pandemic, there is a whole movement towards sustainable and conscious fashion, how does a fast fashion brand like H&M grow and develop this spirit?
Maria Gemzel: Sustainability has always been at the heart of everything we do – even in our business vision of offering everyone fashion and quality at the best prices in a sustainable manner. H&M Group wants to lead the change towards a more conscious fashion future, and we have set high goals: by 2030 all materials used should be sustainable sourced or recycled, and our vision is to be fully sustainable by 2040. To be circular.
Fashion enthusiasts in India have been looking forward to this collection, but how important is this collaboration to you in the larger context of international branding and visibility?
Sabyasachi Mukherjee: When I see what this collection can do for me as an individual, I feel it will help me develop a consumer base for several important verticals that will be essentially global in nature, such as Accessories, perfume, beauty. It helps me build relationships with clients who don’t know me and those I don’t know.
When I look at it from a business and country perspective, what I think it does is that it firmly cements India as a market that the world can no longer ignore.
India may not be as important a market as China in terms of scale, but it is certainly a very important market that is emerging from the east and if I am able to build a bridge between my world and an international audience, So it is true who I am, as well as keeping its authenticity alive, this collection will probably pave the way for a lot of Indian designers who want to measure the world on their own terms.
The theme of nomads is a recurring one in your design trajectory, do you feel that because you are a gypsy at heart with a passion for the world that it reflects your half-wandering spirit?
Sabyasachi Mukherjee: A designer works best when he is closest to who they are and what they feel. I’ve always been a traveler, whether physically or with my mind’s eye. I have a gypsy heart that is curious about global cultures, which picks up elements from different parts of the world and puts it together in terms of design and is reflected in everything I do – crockery, cutlery , clothing, jewelery or even in homes.
I’m glad I’ve been able to put this inquisitive mind of mine to good use by creating a collection that keeps you confined to your homes and can’t physically travel at the moment, given that you can’t keep up with your mind’s eye. Help you travel.
The collection will be available by appointment only on HM.com and Myntra at select H&M stores in India starting 12th August 2021 at 11:00 AM. To ensure a responsible shopping experience in stores, customers need to pre-register the date and time of their preferred visit on HM.com to the nearest H&M store. The purchase is possible only if the customer has made an appointment in advance through the HM App/www.hm.com in-stores.
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