EAT, SLEEP, REPEAT

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. 

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      01 MAX&Co.
      02 MAX&Co.
      03 MAX&Co.
      04 MAX&Co.
      06 MAX&Co.
      05 MAX&Co.

      ‘Eat sleep repeat’, the simple instructions for looking after a Tamagotchi.

      07 MAX&Co.
      08 MAX&Co.

      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.

      09 MAX&Co.
      10 MAX&Co.

      The Tamagotchi in Paris capsule combines the nostalgia of the nineties with typical French style, with playful figures and pixelated graphics.