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H&M making inroads into the country with Indian designer Sabyasachi

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India has produced some amazing designers in the past that are celebrated all around the world, and Sabyasachi Mukherjee is one illustrious name added to it. H&M, a global fashion brand has already is all set to collaborate with the designer to present this season’s “Wanderlust” collection.

“I am happy to announce the collaboration with H&M, as it gives us the opportunity to spread the Sabyasachi aesthetic to a wider audience in India and worldwide. Having done couture for the majority of my career, it is very exciting to bring that finesse of craft to ‘ready-to-wear’ and create whimsical and fluid silhouettes that bring relaxed sophistication to everyday life,” said Mukherjee.

Earlier the brand collaborated with Karl Lagerfeld, a noteworthy fashion designer, to bring out an exclusive collection for buyers. Through its collaboration with Sabyasachi, the brand not only aims to bring out yet another collection but make inroads in India.

The brand has been working to make its presence strong in the market. Zara, competition of the brand opened its first store there in 2010. H&M followed in 2015. Both these brands have also focused on e-commerce actively as well.

Strategy to tap Indian market better H&M being local savvy, with the right partnerships to capitalise on the fast-growing market.                                                                                                                     

Ella Soccorsi, concept designer at collaborations and special collections, at H&M, said: “We are thrilled to announce our collaboration with iconic Indian designer Sabyasachi, known for his dynamic use of indigenous crafts and textiles – a language so stunning, that it permanently altered the fashion and design landscape of the country.”

As India moves towards being the world’s sixth-largest fashion market, international labels are crowding in, although strategic marketing plays a pivotal role in winning over customers.H&M, working on similar pattern, will tailor their collections to local customers, and mix modern and traditional silhouettes with an athleisure, and glamping twist to cater to the new, and diverse markets.

Launching on 16 April, the “Wanderlust” themed Sabyasachi x H&M collection will span women’s wear, menswear and accessories. It’ll be interesting to see what the desi-western collab brings out?

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