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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