FLOWER POWER
Russel Abrahams has become a formidable name on the art scene. Famed for his illustration company, Yay Abe, the creative is on his way to becoming a beloved name on the fashion scene too, especially with his latest collaboration with H&M SA. He tells us what went into the fabulous Yay Abe x H&M partnership.
What is the ethos and vision for Yay Abe?
It’s really about building spaces for young people to work in the creative industry.
What influenced this collection?
It was inspired by gratuity and appreciation between people. I wanted to create a collection people can wear and be proud of.
What can we expect from it?
Joy; a celebration of people and good vibes. With lighthearted illustration work and bold prints, it’s an ode to everyone who has been surviving and doing their thing for the past two years. My goal is to put a smile on faces, so each piece has a unique illustration that has been designed and drawn with love because we all deserve to get our flowers.
How did you make the collection?
The illustrations were hand drawn, then recreated digitally to be ready for print. The work was screen-printed by a company in Cape Town — by craftsmen who are highly skilled and passionate about print.
How do you uplift communities through your work?
Sharing knowledge is the first step. The second step is to pass work around or collaborate with like-minded people.
Where do you see your brand in the future?
More clothing, for sure. If my craft improves and I’m able to support more young artists, I’ll be one happy guy!
Who is the customer you had in mind when creating for this collection?
I think it’s for the relaxed 19-year-olds and cool 25-year-olds. It’s also for the 30+ crowd who enjoy muted colours but understand that pops of colour are a nice addition to their wardrobe. It’s for anyone of any gender or colour. Dress them up or down, the wearer can do anything.
How has H&M supported you?
They’ve guided me through the process. H&M came through with great energy and respect for my work and I’m so happy that they’re excited. It’s not just another project — this one feels like a passion project.
The Yay Abe x H&M collection will be available at selected H&M stores in SA from June 2.