H&M's collaboration with a famous Indian designer is an indicator of the company's interest in this rapidly growing market.
The Swedish fashion chain has repeatedly attracted world-class designers to its collections. But most often, these were European or American names. The new collaboration will be created with Sabyasachi company founded by the famous Indian designer Sabyasachi Mukherjee.
The name Sabyasachi is trendy both in India and in diasporas around the world. The designer deals with fashion and jewelry, his creations are often worn by Bollywood stars and elite people. Sabyasachi Mukherjee even takes part in his reality show Band Baajaa Bride, where he helps choose wedding dresses for winners.
The new collection will appear in H&M stores on April 16th. It is expected that these will be Indian stores, but also the creations of the Indian designer will be presented in flagship stores around the world, as well as online. The collection will actively use traditional Indian fabrics and prints and will combine modern and more classic silhouettes. It is also reported that the collection will combine glamorous and elegant styles with sporty elements. The cost of the new collection is not yet known.
For Indian buyers, the joint work of H&M with Sabyasachi will not go unnoticed and will undoubtedly cause keen interest. The collection will be another step in the company's way of winning the Indian market since the opening of the first store of the brand in 2015. Interest in fashionable clothes in this region is increasing, and many Western companies, including H&M, are actively exploring this direction.