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Arket: What To Expect From H&M's New Brand

We have well and truly fallen under the Scandi spell. Over the past couple of years, our love of all things Nordic has blossomed. From last winter's desire to achieve hygge (no matter how many candles it took) to our weekly cinnamon bun from Fabrique, we have never strived to imitate a cultural aesthetic so much.

And don't even get us started on the fashion. Our northern neighbours have an innate nack of curating minimal looks with equally minimal effort while still managing to look as though they have stepped out from the window of COS.

But of course, the Nordic capitals are home to some of the most recognised fashion houses in the world. And H&M is by far one of the most powerful names in the retail industry right now. With & Other Stories, Cheap Monday, Weekday and Monki under its belt, it's hardly surprising.

Arket is set to open a London flagship store this August

And now, the Swedish heavyweight has introduced a new venture to its pretty enviable portfolio. Arket. The best news? The brand spanking new store is set to open in London this summer. Yes, we've already started saving.

Arket's debut collection preview (Image via @arket)

Translating to 'sheet of paper', Arket is a lifetsyle brand with a difference. Using sustainable materials, the Swedish brand has been over two years in the making but promises to offer a 'modern-day market that will offer essential products for men, women, children and home'.

Last week, the label finally previewed their debut collection at the Royal Geographical Society. Grazia's verdict? It is everything we could have hoped for and more.

Here's everything you need to know about the new 'It' label:

The Aesthetic

Think COS meets H&M. Arket aims to bring the high quality materials expected from luxury brands while maintaining a realistic price range. The label will introduce minimal basics, tailored classics and staple interchangeable pieces (workwear-come-weekend attire) to the market.

Sustainability was a primary concern when producing the debut collection

And although there has only been a sneak preview of the brand so far, what we do know is to expect powder blue stripes, autumnal tones and structured shirts.

Arket's technicians have designed a unique yarn, made from organic merino wool, that runs throughout the collection

Arket also understands that as a brand it can't bring perfection to every aspect of the store alone hence the decision to stock other major labels. Expect to find the likes of athleisure heavyweights Converse, Reebok and Nike. We already have our eyes set on a pair of Veja trainers...

The Shopping Experience

What sets Scandi brands apart from other high street labels is the sheer attention to detail. Shopping in a Swedish store is a highly immersive experience and you can expect to find everything from sustainable homeware to Scandi fashion magazines.

Expect expert tailoring, sustainable fabrics and accessible price points

Arket aims to achieve this luxe lifestyle concept. A café selling Nordic cuisine and freshly ground coffee will welcome customers in select stores. And we can confirm, it's every bit as delicious as it sounds.

The Facts

The store is set to open its debut London flagship store in late August (plenty of time to save up, right?) And you can expect to find menswear on the ground floor for a change while womenswear will sert up shop upstairs.

Arket will provide the ultimate interchangeable wardrobe

A second London store has also been confirmed and Covent Garden has been chosen to play host to the new label later this year. Don't live in the capital? No need to worry, as the debut collection will also be available to shop online.

Follow the brand on Instagram to keep up to date with the latest news.

READ MORE: 15 Scandi Items To Covet Ahead Of Arket's London Launch

READ MORE: The Fashion Brands You Need To Fake It As A Scandi

Grazia magazine cover