{"id":2152,"date":"2022-05-06T05:54:08","date_gmt":"2022-05-06T05:54:08","guid":{"rendered":"https:\/\/fashionscoop.co.za\/?p=2152"},"modified":"2022-05-06T05:54:09","modified_gmt":"2022-05-06T05:54:09","slug":"hm-south-africa-collaborates-with-illustrator-yay-abe","status":"publish","type":"post","link":"https:\/\/fashionscoop.co.za\/index.php\/2022\/05\/06\/hm-south-africa-collaborates-with-illustrator-yay-abe\/","title":{"rendered":"H&M SOUTH AFRICA COLLABORATES WITH ILLUSTRATOR, YAY ABE"},"content":{"rendered":"\n

H&M has just announced its collaborative collection with South African illustration studio, Yay Abe. Yay Abe is a multidisciplinary studio founded by Russell Abrahams. His design is usually of a playful nature, with bold motifs and lots of colour.<\/p>\n\n\n\n

This is the multinational retailer\u2019s third collection with a South African designer, following 2019\u2019s partnership with Palesa Mokubung\u2019s Mantsho and 2021\u2019s with lifestyle brand Neimil. \u201cThe 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\u2019s inspired by the celebration of life,\u201d says Caroline Nelson, country manager, H&M South Africa.<\/p>\n\n\n\n

\"\"\/<\/figure>\n\n\n\n

\u201cThis collection for H&M is inspired by gratuity and reciprocating appreciation between people. I really wanted to create a body of work that people can wear and be proud of. It\u2019s all about feelings, affirmations, and craft. I think illustration should always evoke an emotion. It\u2019s what makes people gravitate towards good design,\u201d says Russell Abrahams.<\/p>\n\n\n\n

The Yay Abe x H&M collection will be available at selected stores from the 2nd June 2022.<\/p>\n","protected":false},"excerpt":{"rendered":"

H&M has just announced its collaborative collection with South African illustration studio, Yay Abe. Yay Abe is a multidisciplinary studio founded by Russell Abrahams. His design is usually of a playful nature, with bold motifs and lots of colour. This is the multinational retailer\u2019s third collection with a South African<\/p>\n","protected":false},"author":1,"featured_media":2153,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-2152","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion",""],"_links":{"self":[{"href":"https:\/\/fashionscoop.co.za\/index.php\/wp-json\/wp\/v2\/posts\/2152","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fashionscoop.co.za\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fashionscoop.co.za\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fashionscoop.co.za\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fashionscoop.co.za\/index.php\/wp-json\/wp\/v2\/comments?post=2152"}],"version-history":[{"count":1,"href":"https:\/\/fashionscoop.co.za\/index.php\/wp-json\/wp\/v2\/posts\/2152\/revisions"}],"predecessor-version":[{"id":2154,"href":"https:\/\/fashionscoop.co.za\/index.php\/wp-json\/wp\/v2\/posts\/2152\/revisions\/2154"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fashionscoop.co.za\/index.php\/wp-json\/wp\/v2\/media\/2153"}],"wp:attachment":[{"href":"https:\/\/fashionscoop.co.za\/index.php\/wp-json\/wp\/v2\/media?parent=2152"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fashionscoop.co.za\/index.php\/wp-json\/wp\/v2\/categories?post=2152"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fashionscoop.co.za\/index.php\/wp-json\/wp\/v2\/tags?post=2152"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}