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H&M to sell Sabyasachi sarees at its outlets from April 16

H&M has restricted its fashion to only western wear so far, but the tie-up with designer Sabyasachi will include both western and Indian wear such as sarees.

February 27, 2020 / 09:48 PM IST

Swedish fashion retailer Hennes & Mauritz (H&M) will be selling Sabyasachi Collection at its outlets from April 16 this year, according to a top H&M official.

The Sabyasachi x H&M collection will offer a complete wardrobe, including accessories, for both men and women. Products will also be available online at Myntra and hm.com.

H&M India CEO Janne Einola said the collection is being launched to mark the completion of the company’s five-year presence in India.

While Einola did not share pricing details for the Sabyasachi products, he added that designer fashion was being “democratised” and is being made available at accessible price points.

Kolkata-born Sabyasachi Mukherjee is famous for his vibrant and eclectic styles and has designed for a slew of Bollywood movies and actors.

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The designer’s range encompasses couture, ready-to-wear, fine jewellery and accessories. He has five flagship stores across India.

The tie-up with Sabyasachi will mark the entry of H&M, which has so far restricted its range to western wear, into the ethnic wear space. Sabyasachi's trademark sarees have been much-sought-after in the world of fashion.

The Sabyasachi x H&M collection will have a mix of modern and traditional silhouettes, drawing from India’s rich textile history.

A key highlight of this collection will be Indian textile and print traditions brought to life by the Sabyasachi Art Foundation.

H&M entered India in October 2015, and has aggressively expanded since, launching 47 stores across the country.
Himadri Buch
first published: Feb 27, 2020 09:15 pm

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