H&M Collaborates with Indian Fashion and Jewelry Company Sabyasachi for New Designer Collection

Sunsella, a company based in Las Vegas, Nevada, that offers home and kitchen products online, has commented on the news that H&M has partnered with Indian fashion and jewelry company Sabayasachi to come up with a new designer collection. H&M’s latest collaboration signifies its ambitions in India, which is one of the fastest growing markets. The Indian company was established by Sabyasachi Mukherjee, who has a reputation in India of being the bridal designer of choice for Bollywood stars and the wealthy elite. Sabyasachi himself is a celebrity as he appears in a reality TV show called, “Band Baajaa Bride,” which features couples relating their stories about getting a chance at a “Sabyasachi makeover.”

The new designer collection will combine traditional and modern silhouettes with indications for glamping and athleisure. Understandably, it will integrate Indian textiles and prints and it is scheduled to be available on the market by April 16, 2020, when it will be launched across the various H&M stores in India, at the H&M website, and Myntra, the digital fashion retailer that is owned by Indian e-commerce giant Flipkart. H&M has not revealed prices yet but they are expected to be priced lower than the original designs of Sabyasachi.

Because traditional garments in India continue to be very popular, the fashion industry in that country is still a relatively small but one with so much potential. Inexpensive Western fashion had started to make inroads into the country a few years back, with Zara, H&M’s competitor, opening its first store in India in 2010. H&M also opened it first store in 2015. Sunsella observed that H&M also plans to make the new designer collection available online, which means that e-commerce is indeed the way to go.

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