Arket is the latest brand from H&M, whose successful launches include &Other Stories and Cos. The new label is set to follow suit with a Scandinavian-inspired collection that has a focus on chic, minimalist and timeless pieces. There has been much speculation about the Arket launch although little has been known about the brand until now. The name Arket nods to the new label’s Nordic heritage; the word means sheet in Swedish and reflects the minimalist ethos of the brand. With an emphasis is on quality and sustainability Arket offers an impressive collection of staple pieces that are highly wearable and also allow customers to create their ideal, everyday wardrobe. The first collection from Arket sees an array of chic, work-inspired pieces in a range of autumnal hues; these include check wool suits, forest green wool belted coats, sand-coloured bomber jackets and khaki trousers.
Arket stores will include a café serving food that follows the ideals of the New Nordic Food Manifesto, focusing on pure, fresh and simple ingredients in keeping with changing seasons.
The first Arket store will open on London’s Regent Street on 25 August; shops in Brussels, Copenhagen and Munich will follow.