Press release

H&M ANNOUNCES A COLLABORATION WITH JAPANESE CULT BRAND TOGA ON ARCHIVE CLASSICS WITH A TWIST

H&M is happy to announce a unique collaboration with the Tokyo-based independent luxury label TOGA. Founded 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. The collection will comprise exciting reimaginings of TOGA’s archival hits for men and women, given contemporary twists. The TOGA ARCHIVES x H&M collection will be available worldwide in selected stores and at hm.com from September 2.

10 Jun, 2021 09:00 CEST

Yasuko Furuta has built her brand on playful but cool pieces that explore sensuality in unusual ways, and this collection is true to her founding mission of exploring new ideas that become future standards. TOGA favourites hybridised trench coats, deconstructed striped shirts, plissé skirts, dresses with clever cut-outs, and exacting tailoring are all at play in the TOGA ARCHIVES x H&M collection. For women, classic tailoring in navy, grey and black features dashes of eccentricity, such as bead embellished pockets or silk scarf cape detailing; meanwhile dresses and skirts in bold floral and gingham prints pair cleverly with deconstructed knitwear. For men, eye-catching scarf prints appear in reversible bomber jackets, on loungewear and on a hybridised trench coat, alongside reworked sweaters and shirts.

“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,”

 Yasuko Furuta, founder and creative director of 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”

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

For more information and background around the campaign, including additional imagery and products, please source H&M Magazine