BIG H&M NEWS

Is H&M your favorite and were you already in glory with & Other Stories, COS, and Cheap Monday? Well, hold your horses, because there is big news. H&M is launching a new brand called Arket. Creative director Ulrika Bernhardtz whispered that this morning in The Business of Fashion.

At Arket, you will find not only nice designs from the own brand, no, it will be a multi-brand store. Look, the entire editorial team is jumping for joy. Simone is doing an extra jump because there will be an in-store café where shopping is combined with healthy food. And if you are at Arket, you can immediately shop for men, kids, and your home.

“That sounds like a September baby”

Pricewise, the newcomer will be slightly above the H&M budget. It emphasizes the quality of simple, timeless, and functional designs. Do you want to be the very first to strike at Arket? Then travel to London and keep walking down Regent Street until they open. The indication is late summer, early autumn. I don’t know for sure, but that sounds like a September baby.