Sabyasachi on his partnership with H&M: "I designed a broad variety so that everyone could acquire something"

16th August 2021, Mumbai:

The latest collaboration between fashion designer Sabyasachi Mukherjee and H&M has gotten mixed reviews. Many people thought the selection was expensive, with a cotton saree for Rs 9,999 attracting the most attention.

However, the collection was quickly sold out. In response to the feedback, the designer recently released a statement explaining why he decided to take on the project. Sabyasachi's formal statement was posted on Instagram. “After receiving thousands of emails and letters, I felt compelled to address the disappointment that many of you have experienced,” he said.

“When H&M initially approached me with the concept of the collaboration, I was really pleased that I could finally reach out to the huge Sabyasachi tribe globally, even if it was just for this once,” the designer said of his choice to partner with H&M. I knew they had the resources and connections to pull it off. And then it occurred.” Sabyasachi described the partnership as a "dream come true" for him. “I was extremely explicit and adamant that there would be no VIP previews or exceptions–everyone would have equal access to the collection.” What better way to do it than on the internet?” The response was not just "overwhelming," but "simply puzzling," according to the designer. 

“It wasn't just about how soon it sold out in India; it was about how quickly it sold out globally. And, like the majority of you, I had to deal with obstinate carts and crushing applications... I understand that many people are dissatisfied, and I apologize profusely.

I'm certain that I'll be able to develop a future business strategy that meets this need.” “My pet gripe was that we were labeled a manufacturing country globally,” he continued. I've always wanted to shatter the glass ceiling on my own terms... Every single one of us has a market-ready product, and the key to unlocking it is to just be ourselves. Regardless of who you are. Shamelessly.”

TOP 5:

• Malls in India record 80% sales rebound in June-July
• New government initiatives to benefit the industry: Sanjay Jain,TT Ltd
• Clovia looks at tech adaptation to meet customer needs
• 'CHIC Shanghai' fashion and lifestyle trade show to happen on October 9-11
• Dollar Industries looks to strengthen global presence with new collections