A Sneak Peek At The 'Arket By HM' Look Book

Today, H&M releases a look book for its new minimalist chic brand, Arket, set to debut next fall. The fast-fashion retailer announced in March that in September 2017, it will launch Arket—clothing, accessories, and lifestyle products slightly more upmarket than H&M’s core brand. Here’s a sneak peek of Arket’s look book, which features crisp lines, monochrome palates, and bold colors.
The Swedish retailer is expanding its vision with Arket, as the label will sell “Arket’s own products alongside a selection of products from non-H&M brands,” according to the Business of Fashion. Arket is part of a collective of brands under the H&M name that include COS, & Other Stories, Cheap Monday, Monki and Weekday.

Arket is Swedish for “sheet of paper,” and conveys the brand’s timelessness and functionality. In the line you will find basics that are intended to outlast trends; a concept anathema to the fast fashion ideology H&M is known for. But will the quality of Arket stand up to its “Scandi style” design promises?

You will have to wait until the first Arket store opens on Regent Street in London, early this autumn (Arket will launch e-commerce in 18 European countries simultaneously) to see if indeed the quality matches the design. But from this look book, which shows detailed stitching, body conscious tailoring, and impeccable styling, Arket seems on par with & Other Stories, which means durable pieces designed to stay in your closet. There is however, one caveat. Arket will not be available stateside; it will be sold exclusively in Europe.

Here’s a sneak peek of the Arket by H&M look book:

About the author

Jill Di Donato

Fashion Editor

Jill is a New York native who holds a BA in Literature from Barnard College, and an MFA in writing from Columbia University. She is the author of the novel Beautiful Garbage (She Writes Press, 2013) about the downtown Manhattan art and fashion scene in the 1980s. A former staff writer for The Huffington Post and Bustle, Jill comes to Culture Trip after working with Refinery 29, Vice, Salon, Paste Style, Los Angeles Times, Nylon, Shopify, Autre, and producing content for emerging fashion labels. She teaches classes about fashion and culture at Barnard College and The Fashion Institute of Technology. Her prized possessions are her Gucci fanny pack, vintage rocker t-shirts, and her grandmother's collection of costume jewelry. She's always on the lookout for a gem-encrusted turban.