Retailer takes inspiration from kids’ app series for new capsule collaboration.
Children’s app series, Toca Life is the inspiration for a new capsule collection in H&M, due to launch on August 8.
The quirky characters take pride of place across clothing, shoes and accessories, reported Fashion United.
The Toca Life x H&M collection includes jersey tops, sweatshirts, dresses and tracksuits, as well as shoes, socks and other accessories. A number of the Toca Life characters have also been made into soft toy bags.
Interactive prints and textures including reversible sequins, foil prints and 3D applications help bring the characters to life across the collection.
“With a sense of discovery and playfulness, we wanted to convey that feeling of Toca Life: the humour, quirkiness, interactivity and creativity,” explained Sofia Löfstedt, assortment designer kids at H&M. “Each piece in the collection is not only a form of self-expression for a child – and physically allows them to move freely and comfortably – but also an encouragement to think that the possibilities in everyday life are limitless.”
On top of the collection, H&M’s loyalty programme is hosting a drawing competition where members have the chance to design a Toca Life character which could come to life in the Toca Life: World app.
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