It is the first time in history that the Swedish fast-fashion retailer Hennes & Mauritz (H&M) in collaboration with Sabyasachi Mukherjee is all set to launch an ethnicwear collection –sarees – in India by mid-April.
Janne Einola, CEO-India, H&M, comments “It is the first time and, most probably, the last time that H&M is selling sarees because of our collaboration with an Indian designer. The idea is to surprise consumers and we will have to see what response we get and how it fits the future.”
As per the report of Technopak, ethnicwear contributes more than 70 per cent of the section, out of which saree takes the third position. This product is the single biggest category in womenswear.
Subrata Siddhanta, CEO, Texperts, said “H&M is trying to generate interest for the new collection with merchandise going beyond its conventional westernwear.”
H&M partners with designers for limited collections strictly restricting its merchandise to westernwear. But this is the first time ever that they have launched an ethnic collection in association with Sabysachi that is completely pocket-friendly with a motive to democratise fashion.