MAX&Co. and Bandai Namco Europe S.A.S. are delighted to introduce the latest chapter in &Co.LLABORATION series for spring/summer 2023: Tamagotchi in Paris.

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.