H&M's New Brand Arket

Arket: what do we know? In a nutshell, the name means "a sheet of paper" in Swedish, a nod to its minimalist Nordic roots; it's a lifestyle brand that will cater for men, women, children and the home; its focus is on sustainabilty, durability and quality; it will be a game-changer when it comes to staple pieces (it will have several silhouettes in varying weights depending on the season in a constant edit of colours); and it's the 11th brand from the H&M stable. 

After all the hype - including an intriguing Instagram account, see @Arket - today we have got the first look at the clothes themselves. Less trend driven than & Other Stories yet more so than Cos.