ARKET, the new Scandi fashion and lifestyle site by H&M that we’re obsessed with.

Ever since we got a whiff of the hotly anticipated fashion and lifestyle brand Arket from H&M, we’ve been itching to trawl the site.

The first bricks and mortar Arket shop opened on Regent Street at the end of August. It’s a minimal vast space with neat product displays and Instagram-friendly homeware, but you don’t have to hit the high street, you can just look online.

The name Arket means ‘piece of paper’ in Swedish and the ethos is fuss-free and timeless. ‘Finding its aesthetic niche somewhere between the clean cuts of Cos and the more insouciant prints and silhouettes of & Other Stories, Arket successfully stands apart from its sister brands,’ said Scarlett Conlon from Vogue.

Expect chic, minimalist Scandi style, relaxed pieces across its lifestyle, kidswear and fashion lines; lots of cashmere, blazers and denim. Prices are slightly higher than H&M as Arket is a more ethically considered line; pay £3 for a pair of socks and £300 for a trench coat. ‘Sustainability has been a primary consideration in developing the Arket brand and naturally incorporated in all processes, from the choice of suppliers and materials to informing customers about how to care for their products to prolong their lifespan,’ say the people behind Arket. ‘The point for us was not to aim for low but to have a lot of value in the price,’ explained creative director Ulrika Bernhardtz.

The Evening Standard described it as ‘the H&M Group’s hotly anticipated fast-fashion disrupter.’ Don’t just take our word for it; scroll on over to the Arket site.

October 2017