TOGA ARCHIVES x H&M

[lucy92]

Press Release from hm.com
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.


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.

 

[lucy92]

Here's a photomontage of the product images:
credit: blog.kakaocdn.net

I'm not well versed with this Japanese brand. The floral dress appeals to me however.

 

[Felipe Wiedmer]

The collection looks promising. The floral dress kinda reminds me of simone rocha's for h&m but i guess that's because they're oversized knee-length floral dresses. It's also quite interesting that H&M is doing a second more luxurious collab in september. H&M has done two types of collabs, the higher end ones which are yearly and more high-profile like balmain and versace and some more mass ones that are less luxurious and more affordable like lemlem or brock collection this year and the pricing of this one seems to be in line with the former. It also doesn't match the usual timing of designer collabs (normally in november). I guess Simone's was supposed to come out in 2020 but maybe got pushed back and released this past spring. I'm interested to see what will come out of this.

 

[perhydrol]

Ohhh, this got me really excited! Toga is a really experimental brand, I'd position it next to Sacai because they have the same kind of active, chaotic attitude. I'm just not sure about the production, I mean it's H&M, so all the complicated pieces might be a fail. At least they've got a brand that is actually interesting and underrated.

 

[Phuel]

^^^ You know, H&M deserves some respect for bringing these smaller labels to the masses. Of course these sorts of collabs— from Comme to Margiela and now TOGA, greatly benefit this corporation in more ways than one. Still, for the ultimate fast-fashion entity that is directly marketed towards kidz, it’s a solid intro/entrance-level for many to discover these labels that otherwise wouldn’t be accessible to them.

I’ve noticed that when it’s these less commercial brands, the offerings are more closer to the designers’ own offering: the absence of hoodies/tees/sweats/sneakers. There seems to be an understanding from H&M to allow a more creative curation in these cases, rather than insist on the labels offering their wares to fit the corporation’s template. Criticisms of quality is unfair when it comes to H&M. And when you’re young, it’s not unfair to say that design is more important than quality/construction. And the majority will likely just wear whatever collab is hyped for the Season and forget about it the next: These are not investment pieces for the majority for the targeted customer. But perhaps there is a few that will be introduced to a designer like Rei or Margiela, and be inspired to study and discover their archives. And in the process, be enlightened to the high standards of the designers.

It would benefit many young labels if H&M started to offer smaller collabs alongside the bigger established names. For those willing to do it (and in this new era where aligning with an established name is so vital to surviving in the industry), it’s great exposure and to at least gain some commercial experience. There are so many smaller young labels that possess the potential, but they just fall by the wayside because of the lack of exposure— and/or lack of solid business practices.

 

[Felipe Wiedmer]

It would benefit many young labels if H&M started to offer smaller collabs alongside the bigger established names. For those willing to do it (and in this new era where aligning with an established name is so vital to surviving in the industry), it’s great exposure and to at least gain some commercial experience. There are so many smaller young labels that possess the potential, but they just fall by the wayside because of the lack of exposure— and/or lack of solid business practices.

Yess, H&M is already doing this. since 2019 they have been collabing with smaller niche labels like johanna ortiz, eytys, pe nation, giuliva heritage, chimi and the vampire's wife. all of this have been smaller capsules. less products, more widely available and mor affordable than the yearly high profile designer collabs.