The renowned designer Sabyasachi Mukherjee released his “Wanderlust” collection, collaborating with H&M. The excitement of Sabyasachi X H&M quickly turned to Sabyasachi X H&M X Disappointment. Regardless of that huge disappointment, the collection got sold out in minutes.
Lots of people were unable to get their hands on a single product.The reasons for disappointment are different from person to person. For some, the market price was too high for something that usually costs 500 rupees in india. For some, the designs were common looking, which killed the excitement for this collaboration.
First let’s get to know both the brands individually-
- H&M – H&M is a Swedish multinational clothing-retail company known for its fast growing fashion clothing for men, women and children. As of November 2019, H&M operates in 74 countries with over 5,000 stores under various company brands. H&M is the second-largest global clothing retailer, behind Spain-based Inditex (parent company of Zara). The company makes its online shopping available in 33 countries.
- Sabyasachi – Sabyasaci Mukherjee is an Indian fashion designer, jewellery designer, retailer and couturier from Kolkata, India. Since 1999. For over two decades, “Sabyasachi” has been a household name in the realms of high fashion with his signature extravagant Indian bridal wear that have been worn by the riches of India’s high society to Bollywood superstars and renowned personalities.
Talking about the collaboration-
- The Sabyasachi X H&M
The theme of the collaboration “Wanderlust” presents rich textiles in modern as well as classic Indian silhouettes that resonate with the modern global nomad mindset.
The designer talked about the collaboration theme and its uniqueness “I’ve done many collaborations and each one is diverse, but what I try to do with every collaboration is further the India story, take it forward; if I cannot have an Indian narrative, I don’t want to do it.
With H&M it was such a proud moment, it’s like a lifetime achievement award when it comes to recognition of one’s work. It’s only when your label has a strong voice that it can traverse the mind space of many countries,”
Designer Sabyasachi Mukherjee also says “What you seek is seeking you” for his latest collaboration with H&M.
The international fashion giant was looking for a partner to carry their voice in India and to carry the Indian sensibility internationally, who better than the iconic label Sabyasachi to take the India narrative forward.
How social media users mocked Sabyasachi-
The collaboration became a joke among social media users who took to Twitter to say that the price displayed was just too expensive.
Social media users have been mocking Sabyasachi’s brand for resembling their grandma’s sarees and being exorbitant.
The sarees, which sold out just after five hours of being featured, was a hot topic among social media users.
- “This Sabyasachi x H&M saree retails at RM570, and it’s all sold out.
- “I would have kept my grandmother’s chiffon sarees if I knew they’d have second hand value in 2021,” wrote Juliana Lazarus.
- It’s not even in stock! It’s all sold out. Either restock or stop advertising it please.
- I haven’t seen such a worse collection in my life! Just stop this collaboration as this is the worst one.
- Wow!! A brand like yours which claims to be ethical and all has collaborated with H&M. Thanks for supporting child labour and slavery.
- “This wandering has made everyone wonder where the stock went?? Well played on “theory of scarcity”!!
The designer just wanted to elevate the “Made in India” tag on a global front. But the execution of this idea has clearly proven to be a missed opportunity.
The implications of this collaboration are damaging not only in South Asia but across the globe. There is a very fine line in between cultural appreciation and cultural appropriation. Mukherjee is currently hanging on by a thread on that fine line.
Furthermore, this collection will further deepen the class divide of South Asia, especially between the artisan communities and the elite fashion industry.
Sabyasachi had the opportunity of a lifetime to elevate the artisan community and celebrate their craftsmanship on a global front. By not acknowledging the efforts of South Asian artisans and not crediting them for these designs, he has failed his country as well as disappointed the people.