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Come April, you will get to wear a saree from H&M

MUMBAI: Swedish fast-fashion retailer Hennes & Mauritz (H&M) said it will launch sarees in India by mid-April as part of its partnership with designer Sabyasachi Mukherjee, the first-ever instance of any ethnic product being launched by the world’s second-largest clothing firm globally. The Stockholm-based H&M stocks fast fashion items created in-house and teams up with designers for one-time collections, but has restricted its merchandise to western wear. "It is the first time, and most probably, the last time that H&M is selling sarees because of ouu 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," said H&M’s India CEO Janne Einola at RAI Retail Leadership Summit. Sabyasachi, who has dressed celebrities including Deepika Padukone, Nita Ambani and Oprah Winfrey among others, sells products for Rs 2 lakh and upwards on an average. However, H&M said their collection in collaboration will the designer would be completely mass-priced as an effort to democratise fashion.

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