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Designer Sabyasachi took to social media to address the situation of his collection with H&M selling out swiftly. When the Sabyasachi x H&M collaboration was announced over a year ago, it was novel move like no other. It would be the very first collaboration for the apparel brand with an Indian designer and celebrate traditional textiles and homegrown crafts across the world. Called 'Wanderlust', it would democratise Indian designer wear at affordable prices and fulfil the wish of many who longed to own a Sabyasachi garment. Post coming to a standstill due to the COVID-19 pandemic, many months later the Sabyasachi x H&M line finally made its way to shopping app Myntra and select H&M stores in India and 17 other countries, including the US and Britain on August 12, 2021.

Comprising of bomber jackets, tunics, dresses as well the quintessential saree, the line featured Sanganeri prints from Rajasthan as well the designer's signature floral prints which were hand-painted and digitally replicated. It also included accessories like sunglasses, fanny bags and belts. On August 12, 2021 when the Sabyasachi x H&M collection launched at 11am, the excitement was short lived. In a matter of 5 to 15 minutes, it was entirely sold out. Users reported items going out of stock at physical stores very quickly and sites crashing as well.

For die-hard fans of the designer who had waited for more than a year to get their hands on the collection, the quick selling out of the line was not well-received. Fashion lovers who longed to add a prized Sabyasachi emblazoned piece to their collection were disappointed at how swiftly items went out of stock, no matter how quick they were to click. While memes followed on social media, designer Sabyasachi Mukherjee took to it to explain his side of the story.

On August 14, 2021, Sabyasachi took to Instagram to virtually address the situation with his 4.7 million followers. In a text-filled photo, he said that the motive behind the collection was fulfilment and that "sustainable success never comes from the mind, always from the heart". Also "there would be no VIP previews and no exceptions - everybody would access the collection in a democratic manner". Sabyasachi also emphasised that they produced in abundance "but what we did not comprehend was the response". He also states in the message that he "always wanted to break the glass ceiling but on my own terms and in my own way". Sabyasachi concluded his message saying, "There is a market ready for every single one of us and there is only one secret to unlock it - just be yourself. Whoever you are. Shamelessly." While many commentors found Sabyasachi's response heartfelt, others were disgruntled about its strategy as well as how it didn't entirely address the situation.

It seems like only a lucky few managed to add the Bengal tiger designer logo to their closet at an affordable price this time.