TOGA ARCHIVES x H&M
All campaign copy & video subtitles
Japanese market
The line
進化をもたらせ
Keep reinventing.
The insight
This wasn't one voice to capture, but two that had to coexist: H&M's global campaign language and the distinct sensibility of designer Yasuko Furuta (TOGA). A literal translation of the English would have flattened exactly what makes a designer collaboration worth buying — the designer's own register. The task was to adapt H&M's global copy back into Japanese while keeping Furuta's tone intact, so the campaign read as TOGA's, not as H&M-with-Japanese-subtitles.
The craft
進化をもたらせ vs. "Keep reinventing." The English is an open-ended invitation. The Japanese もたらせ is an imperative — closer to "bring forth evolution" — which lands with more intent and authority. It keeps the meaning of "reinventing" while giving it the harder, more design-forward edge that suits a fashion archive label rather than a high-street brand.
Holding a designer's voice across formats. The same tone had to survive OOH headlines, video subtitles, app push, and email — each with different length and rhythm constraints. Consistency of voice across that spread is its own discipline, separate from writing any single line.
Subtitling as copy. Video subtitles aren't transcription — they're timed, compressed copywriting.
Scope
All campaign copy & video subtitles
Collaboration between H&M Global and TOGA (designer Yasuko Furuta)
Adapted global English copy into Japanese while preserving the designer's tone of voice
Where it ran
OOH
DOOH
social (Instagram, X, Facebook)
owned media (email, app push)
Outcome
Full Japanese-market copy suite across channels for a global designer collaboration.
