Conceived in Japan in 1996 by one of the biggest global toy companies BANDAI Co., this interactive digital pet and egg-shaped device quickly became a global phenomenon. More than 80M Tamagotchi toys have been sold worldwide. Today, Tamagotchi embarks on a new journey, as an unexpected fashion star.
The Tamagotchi in Paris capsule combines the nostalgia of the nineties with typical French style, with playful figures and pixelated graphics found on wardrobe must-haves such as the Breton tees and berets.
Beaded and embroidered characters and motifs – including hearts and the Tamagotchi itself – pop up across the collection, bringing a tongue-in-cheek twist to tailored cotton shirts and indigo denim jeans. Those graphics are supersized on slouchy intarsia knits or embossed on leather mini-bags, allowing the wearer to go as subtle or bold as they wish. Stripes are a recurring theme of the capsule, found on T-shirts and hoodies – either in black and white or poppy pink and red. ‘Eat sleep repeat’, the simple instructions for looking after a Tamagotchi, are emblazoned on the back of tees, the front of slouchy sweaters, or on jacquard collars.
The capsules are a celebration of the MAX&Co. ethos of togetherness. An ongoing part of the MAX&Co. story, friends of the brand – from established names to emerging talents – are invited to collaborate on limited-edition, seasonal capsules, putting their own spin on the house’s distinct codes.
Maria Giulia Prezioso Maramotti, Omnichannel Retail Director and Elia Maramotti, Brand Director at MAX&Co. said: “We are extremely excited to partner with Tamagotchi in order to bring a message of fun, playfulness and creativity applied to MAX&Co. throughout the &Co.llaboration project.
For the MAX&Co. team this has been a n unique opportunity for the joint development of creativity, and we are extremely pleased and thankful for the partnership with such an iconic brand.”
Aâdil Tayouga, Head of Licensing and Strategic Partnerships at Bandai Namco Europe said: “We are delighted with this &Co.llaboration bringing the iconic Tamagotchi on a journey to Paris and introducing it to the fashion world”.
