Maybe a kid wants their sweatshirt to reflect how they’re feeling and partway through the day they decide they’re feeling a different way – it’s cool that their clothing can be a tool to reflect that,” says Sebastien Roux, Toca Boca’s Art Director. “The essence of Toca Life is rooted in the everyday, so we made sure to represent every part of children’s day-to-day in the H&M collaboration. Sofia Löfstedt, H&M’s Assortment Designer Kids
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,” “With a sense of discovery and playfulness, we wanted to convey that feeling of Toca Life: the humour, quirkiness, interactivity and creativity. Interactive elements were central to the design of the collection and can be found in details such as foil prints, 3D applications and reversible sequins – for example, on a Silly Burger sweatshirt, the image is made of flip sequins so the character can either be smiling or frowning. Sporty features like drawstring waists, contrast racing stripes and elasticated cuffs are seen throughout the collection. It also carries shoes and accessories such as sneakers, socks and selected Toca Life characters made into soft toy bags.
Designed by H&M’s Kids in-house team, the collection includes jersey tops, sweatshirts, dresses and tracksuits where all cotton is 100% sustainably-sourced. The Toca Life x H&M collaboration is a kidswear collection that brings together the brightly coloured and humorous characters of Toca Life and fashion, channelling the playful spirit of the game.
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