H&M's collaboration with a popular Indian designer is an indication of the company's interest in this booming market.
Swedish chain of fashion stores attracted many times to create their collections of world-class designers. But most often these were European or American names. The new collaboration will be created with the company Sabyasachi, founded by the famous Indian designer Sabyasachi Mukherjee.
The name Sabyasachi is very popular both in India and in diasporas around the world. The designer is into fashion and jewelry, and his creations are often worn by Bollywood stars and the elite. Sabyasachi Mukherjee even takes part in his own reality show Band Baajaa Bride, where he helps choose wedding outfits for the winners.
The new collection will appear in stores H&M April 16 already. It is assumed that these will be Indian stores, but also the creations of an Indian designer will be presented during flagship stores around the world as well as online. The collection will make heavy use of traditional Indian fabrics and prints, blending modern and more traditional silhouettes. It is also reported that the style of the collection will combine glamorous and elegant style solutions with sports elements. The cost of the new collection is not yet known.
For Indian buyers, H&M's collaboration with Sabyasachi will not go unnoticed and will no doubt generate strong interest. The collaboration will be another step for the company on its way to conquering the Indian market since the opening of the brand's first store in 2015. Interest in fashionable clothes in this region is growing at a rapid pace and many Western companies, including H&M, are actively developing this direction.
