H&M’s designer collaborations have become a fashion event in their own right, with each one more anticipated and harder to get hold of than the last. For the next and likely-to-sellout collection, the high street label has just announced a new collab with Tokyo-based luxury label TOGA, which is set to launch in September – the TOGA ARCHIVES x H&M collection. And if you weren’t already excited, H&M has also revealed the campaign imagery, so you can check out what’s coming before it goes live.
Available worldwide in selected stores and at hm.com from 2 September, H&M has unveiled the campaign imagery, styled by Jane How and photographed by Johnny Dufort, so you can see exactly what to expect. Away from past collabs, the new collection sees a more experimental take on wardrobe classics, says H&M, and draws on its avant-garde-yet-accessible archive with reimaginings of TOGA signatures.
Founded in 1997 by Yasuko Furuta, Tokyo brand TOGA has been an important presence at London Fashion Week since 2014, with fans from all over the world obsessed with Furuta’s take on avant-garde tailoring and minimalist suiting. The new H&M collab draws on the designer’s already prominent aesthetic, with key pieces including a wool-twill trench coat, oversized blazers and a handful of beautiful floral dresses with TOGA’s trademark cut-out details. For menswear, pieces range from subtle blue striped shirts and bomber jackets to tailored suits and more eccentric prints.
‘We are huge fans of versatile design at H&M, which is why Yasuko Furuta’s ingenious pieces for TOGA are so appealing. Her signature cut-outs, for example, can be set against bare skin or paired with a sequined underlayer to glamorous effect,’ says Ann-Sofie Johansson, creative advisor at H&M. ‘We are thrilled to be able to bring her playful but intellectual style to our customers and look forward to the stylish outfit combinations they will create.’
Not just a highly creative and experimental way to experience fashion, H&M’s designer collabs allow us all an accessible entry point into discovering luxury at a more affordable price point. The TOGA ARCHIVES x H&M collection follows the success of the high street brand’s hugely popular collaboration with Simone Rocha that had fans in a frenzy from the second it went live, and then subsequently sold out in less than an hour.
With six weeks to get ready for the main event, there’s more time to decide which pieces to add to your wishlist. And, in the meantime, you can scroll the campaign right here…