Swedish high-street fashion giant H&M has announced plans to launch Arket, a new elevated essentials concept that prioritises style over fashion fads. Aiming to bridge the gap between the company’s portfolio of brands including Cos, Cheap Monday and core brand H&M, Arket will offer simple, timeless and functional designs across men’s, women’s, kids’ and homeware departments.
Set to open in London in late 2017, the store will stock external labels alongside its own products in a bid to keep up with high-street competition. "We really believe it’s relevant to a modern customer to bring different brands together,’’ said Arket’s creative director Ulrika Bernhardtz in an interview with Business of Fashion. ‘‘Under one roof, under one channel, and to make that choice for them and also make it more convenient."
Arket, meaning “sheet of paper” in Swedish, is said to signify the functional, long-lasting design of the store’s product offering. The brand’s anti-fashion ethos goes hand-in-hand with fashion’s mood for considered dressing born out of trend fatigue. For more on how brands are increasingly transcending fashion, see The New Fashion Landscape: The Anti-Trend.