23rd August 2021, Mumbai:
Couturier and designer Sabyasachi Mukherjee’s new collection in collaboration with H&M has been criticized by artisans who accused him of ‘selling out’ by tying up with brands whose values run contrary to his.
However, Mukherjee defends his stance saying, his aim with this collaboration was to do change India’s perception from just a manufacturer of luxury products to a strong global luxury brand. In his new collection, Mukherjee uses digitized Sanganeri prints on viscose, instead of hand block-printed on cotton or silk as is traditionally done by Rajasthani artisans
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The designer has also signed a deal with Aditya Birla Fashion and Retail for a horizontal expansion. Through this deal, Mukherjee will expand into the beauty, fragrances and eyewear categories.
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TOP 5:
- India's clothing exports increased to $7.48 billion in the first half of this year, thanks to a massive recovery in major destinations
- The ‘ABOF' of Indian clothing behemoth Aditya Birla Fashion and Retail is linked to e-commerce platforms
- Arvind Fashions receives Rs 439 crore from promoters and investors
- Tirupur's clothing industry is concerned about container scarcity and lockdowns
- The government has formed a council to recommend measures to increase handloom production and exports
