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H&M SA collaborates with local illustration studio Yay Abe in efforts to support small businesses

Business Insider SA
H&M x YAY ABE (Supplied)
H&M x YAY ABE (Supplied)
  • H&M South Africa has collaborated with local illustration studio Yay Abe founded by Cape Town-based illustrator Russell Abrahams.
  • The collaboration is part of H&M's initiative to support local small businesses.
  • Abraham's vibrant illustrations have graced campaigns by giant global companies such as adidas, KFC, Burger King, and Apple Music.
  • The print collaboration collection will be available at selected H&M stores in South Africa from 2 June 2022.
  • For more stories go to www.BusinessInsider.co.za. 

H&M South Africa has collaborated with South African illustration studio Yay Abe founded by Cape Town-based illustrator Russell Abrahams as part of its initiative to support local small businesses.

"The Yay Abe x H&M collaboration is a project initiated to support small business owners and promote the local design industry within South Africa.

"This collaboration is the first ever locally printed collection from H&M in South Africa, and we are very excited to offer our customers a unique collection that's inspired by the celebration of life," said Country Manager H&M South Africa Caroline Nelson.

H&M x YAY ABE (Supplied)
H&M x YAY ABE (Supplied)

Abrahams' Yay Abe is a multifaceted illustration studio that offers a body of artistic work taking its main inspiration from local people and cultures. Through his illustrations, Abrahams tells stories using vibrant imagery charaterised by bright bold colours, minimal aesthetic and graphics that are just hard to miss.

H&M x YAY ABE (Supplied)
H&M x YAY ABE (Supplied)

According to the 29-year-old illustrator, his collection for H&M was inspired by "[gratitude] and reciprocating appreciation between people," he said.

"I really wanted to create a body of work that people can wear and be proud of. It's all about feelings, affirmations and craft. I think illustration should always evoke an emotion. It's what makes people gravitate towards good design," Abrahams added.

H&M x YAY ABE (Supplied)
H&M x YAY ABE (Supplied)

The founder of Yay Abe is no stranger to collaborations that include giant businesses within the fashion, music, and food industry.

Last year he announced a collaboration with adidas South Africa in the Impossible is Nothing campaign in which the team covered the FNB Soweto tower with Abrahams' vibrant illustrations showcasing some of South Africa's sporting icons.

Apple Music x Yay Abe (Supplied)
Adidas x Yay Abe (Supplied)
  
Adidas x Yay Abe (Instagram.)
Adidas x Yay Abe (Instagram.)

Abrahams was also commissioned by Apple Music to create artwork for the global company's YVNG & FREE campaign in celebration of youth month.

Apple Music x Yay Abe (Supplied)
Apple Music x Yay Abe (Supplied)
Apple Music x Yay Abe (Supplied)
Apple Music x Yay Abe (Supplied)

Other major collaborations include one with KFC where his artwork covered KFC's iconic buckets in celebration of its 50th anniversary.  

KFC X Yay Abe (Instagram)
KFC X Yay Abe (Instagram)

The print collaboration collection will be available at selected H&M stores in South Africa from 2 June 2022.

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