By Hannah Fox
H&M has announced their newest brand Arket. H&M has been successful with its other brands including Cos, & Other Stories, Monki, Weekday and Cheap Monday.
The brand will launch in early autumn at the same time that its flagship store on Regent Street will have its grand opening. The name “Arket” comes from the Swedish word for “sheet of paper,” and was named after the idea that it will be a fresh start for the label.
We can’t wait to see Arket’s designs, and judging from the rest of H&M’s brands, we already think we’ll love it. Not to mention, when space allows, some Arket stores will include a café area.
The collection “will offer a broad yet selected range of essentials for men, women and children, as well as a smaller, curated assortment for the home”, CEO Karl-Johan Persson explains in H&M’s three-month financial report, which was released today.
Persson also said that the brand is going for a simple and timeless style, covering a broad price range. Arket will be a little more expensive than H&M because there is more emphasis on materials, function and fit according to Persson.
We’ve still got some time until Autumn hits but we’re definitely keeping our eyes open for more information on what’s sure to be a new favorite of ours.