Arket: A First Look At The Debut Collection From H&M’s New Brand

From the hottest designer collaborations ever (which are sold on eBay for quadruple the original price, sigh) to their entire basics section, our wardrobes would be a little sadder without H&M.

And now the high street giant is adding another brand to their portfolio (alongside Cos, & Other Stories, Weekday et al).

Introducing: ARKET (which, in Swedish, translates to ‘sheet of paper’).

According to the Business of Fashion, the new retailer will be a ‘modern-day market that will offer essential products for men, women, children and home.’

In a nutshell? Think Urban Outfitters meets Cos.

‘We really believe it’s relevant to a modern customer to bring different brands together,’ Ulrika Bernhardtz, Arket’s creative director, told BoF, ‘and to make that choice for them and also make it more convenient.’

Bernhardtz added: ‘The brand DNA is timeless, crisp, quality and warmth,’ he says. ‘Timeless is style beyond trend. And crisp is the counterpart to that: to be always relevant, modern and fresh. Quality is not only the feel of garments; it's also how they are produced. Warmth is about being genuine and personal.’ Hygge vibes aplenty, then.

The new lifestyle brand - set to be a winner with the fash pack - will launch online (we suggest you sign up, stat) and open its first retail store on London's Regent Street this summer or early autumn (with prices only slightly higher than H&M).

Also, if avo on rye toast fills you with joy, you’ll be very pleased to hear that select Arket stores will include a café concept featuring a ‘new Nordic’ cuisine.

And we finally have the first images from the debut collection:

We. Can't. Wait.

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