We were only just about getting over the fabulousness of the new & Other Stories shop on Grafton Street. Now, H&M have announced they are launching another brand; Arket.
Business of Fashion broke the news on Twitter this morning.
BREAKING | Fast-fashion giant is launching a new retail brand called Arket.
— Business of Fashion (@BoF)
According to H&M, Arket will be a “modern-day market that will offer essential products for men, women, children and home". The brand will reportedly sell its own products as well as a selection of products from non-H&M brands. Arket products will be priced slightly higher than that of the H&M brand, with men's shirts, for example, starting at €39 (about $42) and stretching up to €115.
Arket's creative director has described the brand as "timeless, crisp, quality and warmth". He continued: "Timeless is style beyond trend. And crisp is the counterpart to that: to be always relevant, modern and fresh. Quality is not only the feel of garments; it's also how they are produced. Warmth is about being genuine and personal."
Sounds right up our street!