Your First Look At H&M’s New Minimalist (& Totally Chic) Line

Arket hasn't even opened yet, and it's already causing a fashion frenzy. When news broke in March that the H&M group was launching a new clothing and homeware brand — its eighth to date — those with a keen eye for Scandinavian style (come on, everyone raise your hand) expectedly freaked out.
This fall, the store will make its debut at the heart of Regent Street in London; on Thursday, a second retail space was announced, which will open in Covent Garden (also in London) later this year. To recap, the new shops will stock Arket's own brand (think chic, elegant silhouettes and timeless wardrobe essentials that will be slightly more expensive than H&M, ranging from roughly $45 to $130) alongside a selection of non-H&M brands. In select destinations, there will also be a café serving healthy "new Nordic" cuisine. (Swedish meatballs, anyone?)
If you can't wait until fall, click on to get a first look at what's to come from your soon-to-be favorite new retailer, Arket.

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