MAX&Co. and Bandai Namco Europe S.A.S. have announced the introduction of the latest chapter in the “&Co.llaboration” series for spring/summer 2023: Tamagotchi in Paris.

The Tamagotchi in Paris capsule combines ’90s nostalgia with typical French style, with playful figures and pixelated graphics found on apparel items such as Breton T-shirts and berets. 

Beaded and embroidered characters and motifs – including hearts and the Tamagotchi itself – pop up across the collection, including on tailored cotton shirts and indigo denim jeans. The graphics are supersized on slouchy intarsia knits or embossed on leather mini-bags. 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. 

Sweater from MAX&Co x Tamagotchi.

“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,” say Maria Giulia Prezioso Maramotti, omnichannel retail director and Elia Maramotti, brand director, MAX&Co.  

“For the MAX&Co. team this has been a unique opportunity for the joint development of creativity, and we are extremely pleased and thankful for the partnership with such an iconic brand.” 

Related:EXCLUSIVE: Bandai Namco on the Rise of ‘Elden Ring’ and the Return of ‘Tamagotchi’

“We are delighted with this &Co.llaboration, bringing the iconic Tamagotchi on a journey to Paris and introducing it to the fashion world,” says Aâdil Tayouga, head, licensing and strategic partnerships, Bandai Namco Europe.