Fashion

Here Comes Arket, The Next H&M Child

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Photo via Alastair Nicol / Vogue.co.uk
Photo via Alastair Nicol / Vogue.co.uk

It is not a secret that every time you talk about Weekday, COS, & Other Stories, Cheap Monday or Monki, you are talking about nothing less but the giant mother of each and every one of them: H&M, of course. This big family is now welcoming a new child: Arket.

The new brand will launch this coming fall online and its first store will be opening in London. More interesting yet: it won’t be just clothing, but also home essentials. In-store caf├ęs also seem to be a project in the making, with a focus on materials and lifestyle rather than crazy out-of-control mass-production.

Bonus fun fact: ‘arket’ is a Swedish word for ‘sheet of paper’, to symbolize the family’s fresh start.

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