H&M’s newest collaboration is with Japanese cult brand Toga on archive classics with a twist
H&M has taken the whole collaboration game to a whole new level since they first collaborated with Karl Lagerfeld in 2004. Ever since then we have been eagerly looked forward to such announcement by the high-street fashion brand because they have made many runaway capsule collections a lot affordable and easy to shop for. Joining the new collab bandwagon is TOGA, the Tokyo-based independent luxury label founded in 1997.
The brand founded by Yasuko Furuta (picture inset), is known for its playful but cool pieces that explore sensuality in unusual ways. So if you are a lover of genderless, avant-garde tailoring, this collection will boast of TOGA favourites like hybridised trench coats, plisse skirts, deconstructed striped shirts, dresses with clever cut-outs and more. “Fashion is a great way to express your interests immediately and non-verbally. It’s much faster than a conversation about the artwork you are interested in, or the music or books that you like. When I first launched TOGA, I wanted to make clothes for people who are filled with curiosity and who are unafraid of change. With this collection for H&M, I am excited that a broader range of people will be able to discover and enjoy TOGA designs,” says Yasuko Furuta, founder and creative director of TOGA.
So, what made H&M collab with TOGA? “At H&M, we have always admired Yasuko Furuta for imbuing her clothes with a very strong sense of personality. She enjoys the challenge that comes with creating an avant-garde look that is also easy to wear. It was a pleasure to spend time with her and her team, being inspired by designs from the TOGA archive. I can’t wait to see how customers all over the world style these playful but cool pieces, particularly the sensual TOGA signature cut-outs,” says Ann-Sofie Johansson, creative advisor at H&M.
The TOGA ARCHIVES x H&M collection comprising exciting reimaginings of TOGA’s archival hits for men and women with contemporary twists will be available worldwide from September 2 in selected stores and at hm.com.