Thursday, August 24, 2017

Inside Arket

The  time is now. Arket, the newest store to come from the H&M stable, is opening its doors for the first time on London's Regent Street this week - and the wait has been worth it.

Finding its aesthetic niche somewhere in between the clean cuts of Cos and the more insouciant prints and silhouettes of & Other Stories, Arket successfully stands apart from its sister brands. No more so than because of its lifestyle and kidswear categories and café offering - a close rival to the clothes for our attention when we had a preview earlier this week (the homewares are French-market-meets-stripped-back-Scandi chic; the mini Arket edit is irresistible; and the coffee is delicious).


It has also achieved independence in the atmosphere of its first bricks-and-mortar home. True to its name, which translates from Swedish into "piece of paper", the store design is minimal and fuss-free - industrial even - letting the clothes and the concept take the spotlight with mini explanatory installations informing customers about the bespoke yarn creations and dying techniques adding substance to the style.

And what of the style? The timeless and relaxed pieces we saw back at the first press preview in June have been expanded on, creating an extensive edit that particularly specialises in stripes, sweaters and swimwear - not to mention shirting and suiting.

It's a welcome addition to the British high-street which is increasingly seducing its shoppers with Scandi style.

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