July 13, 2024


Fashion Your personal

A celebration of life, people, and good vibes with the new Yay Abe x H&M collection

Last night, Cape Town got together to celebrate the launch of South African illustrator Russel Abraham’s new capsule collection with H&M.

Russel is the founder of multi-disciplinary illustration studio Yay Abe. The Yay Abe x HM collaboration is the first-ever locally printed collection in South Africa.

Russell’s work is inspired by local people and cultures, and characterised by bold colour, a unique graphic style and playful nature. He draws inspiration from the society in which he lives, his surroundings, and the pulse of the nation.

“Collaborating with H&M South Africa is a dream come true. This opportunity is something very important. It creates access and representation. I think representation is so important in today’s climate. I’m forever grateful and hope that my face being shown and celebrated directly inspires other young people of colour to chase their dreams and just do their thing,” says Russel.

The Yay Abe x H&M collection comprises of 9 pieces in various colourways including hoodies, zipped hoodies, sweaters, t-shits, joggers, shorts, and bucket hats.

The colour palette includes a range of faded pastels including pistachio, sky blue, and stone. The collection is also gender-neutral and available in XS – XL.

We love the unique illustrations designed and printed onto each garment. The overarching theme is the notion of “giving people their flowers.” “The idea is to show people love and appreciation in the now. Celebrating everyday life now rather than later.Because we all deserve to get our own flowers,” says Russel.

The launch of the collection was definitely a celebration. After perusing the garments, we enjoyed drinks, canapes, and good music at Cape Town hotspot Tjing Tjing.

The Yay Abe x H&M collection is now available to shop in stores at V&A Waterfront, Canal Walk, Sandton City, Menlyn Park, and Gateway Theatre of Fashion.