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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.