H&M announces designer collaboration with Japanese Cult Brand TOGA

HM Campaign image_Announcement_Toga Archives_1

Hot on the heels of the launch of its Brock Collection, Swedish fashion giant H&M has announced another designer collaboration with Japanese Cult Brand TOGA.

Titled TOGA ARCHIVES x H&M the collection will comprise of reimaginings of TOGA’s key archival hits for men and women which will celebrate its 25th anniversary next year.

For women, one can expect dresses and skirts in bold floral and gingham prints made of tulle and with sophisticated cut-outs; sharp-cut suits with playful accents, deconstructed knitwear and accessories like silk scarf capes and pearl-decorated bags. For men hybridised trench coats, reversible bomber jackets, scarf prints, reworked sweaters and shirts, and loungewear. All of the pieces emphasize gender neutrality which has been important to TOGA founder and creative director Yasuko Furuta, .

‘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,’ Furuta, said in a statement.

‘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,’ Ann-Sofie Johansson, Creative advisor at H&M added.

Founded in Tokyo in 1997 by Yasuko Furuta, TOGA has gained critical acclaim and a devoted international fanbase for its experimental takes on wardrobe classics, defined by a genderless, fiercely individual approach to fashion. Furuta, who was born in a small town between Kyoto and Tokyo and studied fashion design in Paris, combines avant-garde ideas and sophisticated cuts with wearability

The TOGA ARCHIVES x H&M collection will be available worldwide in selected stores and at hm.com from September 2, 2021.

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