The Sabyasachi x H&M controversy began when netizens got outraged and brutally trolled ace fashion designer Sabyasachi Mukherjee and many fashion influencers over the much-awaited launch of the Sabyasachi x H&M collection called ‘Wanderlust’. The collection went live on August 12, 2021. So, what went wrong? What didn’t go down well with some of the most die-hard fans and customers of Sabyasachi? We decided to break it down for you in simple words.
We saw the netizens divided into two major groups over the Sabyasachi x H&M controversy :
- Who accused Sabyasachi Mukherjee of being a sell-out.
- Some people claimed that the Sabyasaxhi x H&M launch was a marketing gimmick. Since there were many items on the website and they all “sold out” before they even became available to buy.
Unfortunately, none of the celebrates or influencers who endorsed this collection on Instagram have come out with their side of the story.
Why did netizens call Sabyasachi a Sell Out?
For those who are not aware, the fast-fashion retail chain H&M has been repeatedly criticized for its unethical practices. An Indian-American entrepreneur and content creator posted on her Instagram page to express her disappointment and wrote, “I’m disappointed in Sabyasachi for collaborating with H&M while his karigars (who I thought he valued greatly) sit by and watch as their designs are cheaply mass produced. I hope they’re getting a cut. I hope he knows who is actually being employed in the H&M supply chain for this line.”
In the past, H&M has been accused of greenwashing. It is a term that is used when a company markets itself to seem more sustainable and environmentally conscious than it actually is. The company has been accused of paying low wages to its workers and having poor working conditions. While exhausting a huge share of their revenue on advertising and marketing.
Why did netizens get outraged about the Sabyasachi x H&M launch?
The news about Indian designer Sabyasachi joining hands with global brand H&M was one of the most awaited collaborations for those in the fashion industry. However, a few minutes after the launch, everything on the official Sabyasachi x H&M site and others like Myntra was sold out. This didn’t go well for some of the most loyal fans of Sabyasachi. A few users even expressed their excitement for the collaboration and were eagerly waiting for it to be launched. Some users complained that the stores were out of stock before they could even add something to their cart. However, they reported that they weren’t able to purchase anything.
Sabyasachi Mukherjee is a brand that epitomizes Indian fashion bringing to life our rich cultural heritage. The designer is known for his intricate work with artisans, and weavers through which he has revived the Indian textile. A designer like Mukherjee should be aware of his responsibility toward the fashion fraternity since the industry looks up to him as a role model. It will be interesting to see if Sabyasachi speaks up on this topic, rather than brushing it under the rug with his silence.