Swedish apparel retailer H&M partners with Japanese brand Toga

10 Jun '21
2 min read
Pic: H&M
Pic: H&M

Sweden-based apparel retailer H&M has announced a collaboration with the Tokyo-based independent luxury label Toga. The collection will comprise reimaginings of Toga’s archival hits for men and women, given contemporary twists. Founded in 1997 by Yasuko Furuta, Toga has an experimental take on wardrobe classics, defined by a genderless approach to fashion.

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, the two companies said in a joint press release.

For women, classic tailoring in navy, grey and black features dashes of eccentricity, such as bead embellished pockets or silk scarf cape detailing. 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,” said 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,” said Ann-Sofie Johansson, creative advisor at H&M.

The Toga Archives x H&M collection will be available worldwide from September 2.

Fibre2Fashion News Desk (KD)

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