H&M's New Brand Just Debuted Its First Campaign — & We Want Everything

Since the announcement that the H&M group would be expanding with Arket, a new brand aiming to democratize quality via widely accessible, well-made products designed to be worn and adored for a long time, we've been counting down until fall, when the first store opens in London. Following a teaser in June, on Thursday, Arket reveals its debut campaign showcasing the first collection, shot by photographer Zoe Ghertner and styled by Jodie Barnes. And as promised, Arket is delivering the Scandi-inspired everyday uniform we'd hoped for.

From cashmere knits to long-sleeved floral dresses, precision-fit denim, and the perfect trench, Arket's timeless "archive" collection offers a versatile foundation of products you'll want to wear again and again. These wardrobe essentials will be repeated through the seasons in varying materials, colors, and proportions to create an ideal everyday uniform. "Each item in the product family is intended to be a perfect version of itself — everything has earned its place on the shelf," a press release said.

Slightly more expensive than H&M — with prices ranging from around $45 to $130 — the higher price points indicate a commitment to creating beautiful clothes that are made in an ethical and socially responsible way. According to the release: "Sustainability has been a primary consideration in developing the Arket brand and naturally incorporated in all processes, from the choice of suppliers and materials to informing customers about how to care for their products to prolong their lifespan."

Before Arket officially opens, plot exactly which pieces you'll be snapping up with a glimpse at the brand's first campaign ahead.

We're already imagining the different ways we can style this ribbed knitwear come autumn, though pairing it with high-waisted jeans looks like a good place to start.
Looser silhouettes are the future of fashion. That XL bucket bag gets our vote, too.
This satin dress could worn over a T-shirt with sneakers, or dressed up with colorful heels and statement jewelry.
We're not sure what we prefer more: the elegant long-sleeved navy dress or the black leather tote.
Fast-fashion tailoring never looked so good. Clear some space in your wardrobe now.
A little bit Vetements, a little bit Gucci, we're predicting this floral dress will be an instant sell-out.
Rainy days never looked so good.
Red is the color of fall, and this simple sweater is an effortless way to wear the hue.
Is it a dress? Is it a coat? Either way, we're sold.
We'll never tire of gingham.
It's a toss-up between this trench coat and the J.W.Anderson x Uniqlo puffer jacket for the only piece of outerwear we'll be wearing all fall and winter.
All white might sound daunting, but Arket makes it look easy with this sheer turtleneck and tailored trousers.
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