The king of bridal fashion, Sabyasachi Mukherjee is one of the most sought-after designers. With stunning designs and pop colours, Sabyasachi had set the bar of bridal fashion quite high. He is known for his intricate work, which gives a modern touch to high-end luxury Indian textiles. He has also created some gorgeous outfits in films like Guzaarish, Raavan, English Vinglish and Baabul.
Be it Anushka Sharma’s baby pink lehenga for her Tuscany wedding with Virat Kohli or Deepika Padukone’s gorgeous crimson lehenga for her wedding ceremony with Ranveer Singh, Sabyasachi has mesmerised us with his stunning designs. The designer recently collaborated with the Swedish multinational clothing retail, H&M but faced brutal trolling by his fans.
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The much-awaited collaboration, giving a modern touch to the high-end classy Indian collection was a dream for the fashion folks. But it turned out to be a complete disappointment as the collection went out of stock within minutes of its launch. Angry netizens took no time to troll the ace designer mercilessly, calling it a 'big scam'.
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A few moments back, Sabyasachi took to his IG handle and issued an official apology to calm his fans. Revealing the reason behind the collaboration as a "wish fulfilment', Sabyasachi wrote, "It's why I designed an extensive range, so everyone could get something. This would also mean giving unlimited access to our Bengal Tiger logo, something that we hold very close to us, it's almost sacred. A lot of marketing folks would consider this strategy harakiri for a luxury brand, but I believe that sustainable success never comes from the mind, always from the heart."
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He further revealed that he was baffled to see the response after the launch and was overwhelmed as the entire stock was sold out within minutes. Sabyasachi further explained that it was something that could not be predicted by the forecasting, data team, supply chain and logistics.
Sharing how he too struggled to keep the stock, Sabyasachi continued, "I struggled with stubborn carts and crashing apps. I was determined to get hold of my first pair of Sabyasachi denims. (I'm almost embarrassed to tell you that I managed to score one, but one size down because the rest had sold out!). I know a lot of people are disappointed, and I profoundly apologize for it. I'm sure I will be able to create a future business model that will address this need."
The designer concluded his statement by assuring his fans that the brand would soon spread its wings globally. However, his fans still showed their disappointment and questioned the designer on his stand as there was a display of collection by influencers a day before the release.
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The Sabyasachi and H&M collection was launched on August 12, 2021.
