H&M dips into Toga's archives for new collection

·2-min read
Photo credit: Courtesy
Photo credit: Courtesy

H&M has announced the news of another designer collaboration, this one with Japanese fashion house Toga, which will look into the brand's archives for inspiration.

Tokyo-based label Toga – which was founded in 1977 – has developed a loyal following over the past few decades, becoming well known for its timeless designs and strong tailoring, which are usually presented during London Fashion Week.

Photo credit: Courtesy
Photo credit: Courtesy

This collaboration will provide Yasuko Furuta, founder and creative director of the brand, with an opportunity to open Toga up to a larger audience.

"Fashion is a great way to express your interests immediately and non-verbally," she said. "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."

Photo credit: Courtesy
Photo credit: Courtesy

The collection, which will include both menswear and womenswear, will be available to shop from this September. The released imagery so far shows plenty of classic tailoring in navy, grey and black with unique touches, as well as dresses and skirts in floral and gingham prints.

"At H&M, we have always admired Yasuko Furuta for imbuing her clothes with a very strong sense of personality," Ann-Sofie Johansson, creative advisor at H&M said in a press release. "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."

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