H&M designer collaborations have become a serial 'event' in the fashion calendar. For those who watch the runways with hawk-eyes, but haven't the bank balance to support haute tastebuds, being able to shop the look for less has been made so much easier thanks to these high street pair-ups.
With big hitters like Versace, Lanvin and Balmain historically co-producing covetable capsule collections, fans wait with baited breath for news of the next partnership. This year, H&M invited Simone Rocha to produce a range so full of delicious romance and whimsy, shoppers queued for online access and almost the entire suite of items sold out within an hour of going live.
Today's collaboration announcement provides a slick foil to Rocha's romance. Tokyo cult brand TOGA, founded in 1997 by Yasuko Furuta, caters for those who love avant-garde tailoring. Furuta's aesthetic hinges on a blending of contemporary minimalism and suiting, with traditional Japanese elements like origami pleats and floral prints. It's for those who love genderless dressing, but veer away from androgyny in favour of colour and personality.
According to H&M, the collection will include a reimagining of TOGA's archival hits for 2021, so the pieces are sure to be both fun but also staples that can live in your wardrobe for years to come. For now, we've been given just a glimpse of what will be on offer, but we'll update you as soon as we know more, and the full collection will launch on September 2.
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