H&M launches collection in collaboration with cult Japanese brand TOGA

H&M has embarked on a collaboration with the Tokyo-based independent luxury label TOGA.

Founded in 1997 by Yasuko Furuta, TOGA has gained critical acclaim and a devoted fanbase for its experimental takes on wardrobe classics, defined by a genderless approach to fashion.

The collection will feature contemporary re-imaginings of TOGA’s archival hits for men and women. This includes dresses and skirts in bold floral and gingham prints as well as eye-catching scarf prints on reversible bomber jackets, loungewear and trench coats.

“At H&M, we have always admired Yasuko Furuta for imbuing her clothes with a very strong sense of personality,” said Ann-Sofie Johansson, Creative Advisor at H&M.

“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”

Yasuko Furuta, Founder and Creative Director of TOGA, added: “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.”