Bandai Namco Europe x MAX&Co. Announce New Fashion Collab on Tamagotchi

Tamagotchi in Paris capsule combines contains playful figures and pixelated graphics found on apparel items such as Breton T-shirts and berets.
License Global

November 15, 2022

Model wearing beret and top from the Tamagotchi in Paris collection.
Model wearing beret and top from the Tamagotchi in Paris collection.Bandai

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. 

“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.” 

“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. 

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