H&M unveils Toga collab collection and campaign imagery


H&M’s much-anticipated collab with Toga Archives launches on September 2 and on Tuesday the Swedish fashion retail giant revealed the full collection and released images from the supporting campaign.

The capsule with Yasuko Furuta’s Tokyo-based independent label will launch in selected stores globally and at and the campaign was styled by Jane How and photographed by Johnny Dufort “against the raw, brutalist architectural backdrop of London’s Barbican Estate”.

The collection itself features a number of Toga favourites such as “hybridised trench coats, deconstructed shirts, plissé skirts, exacting tailoring and exuberant accessories”.

These are said to have “unexpected twists for a modern fashion-lover”. 

For women, key pieces include the “silhouette-shifting” wool-twill trench coat and an oversized grey blazer with bugle beads on the chest pocket. There’s also a navy tunic with the brand’s signature cutout and embellishments. 

Accessories include delicate pumps given a new edge with cowboy heels and studs, statement bugle-bead earrings and a collar necklace.  

Menswear is included with items such as a blue striped shirt and transparent V-neck jumper, “reworked in clever cuts and iridescent colourways respectively, easily paired with a chain-link necklace or a reversible bomber jacket with a vintage scarf lining”.

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