Since the announcement that the H&M group would be expanding with a new high street store, Arket, aiming to democratise quality through widely accessible, well-made products, designed to be worn and adored for a long time, we've been counting down the days until the first store opens on London's Regent Street. Following a teaser in June, today, Arket reveals its debut campaign showcasing the first collection, shot by photographer Zoe Ghertner and styled by Jodie Barnes. As promised, Arket has delivered the Scandi-inspired, chic everyday uniform we'd hoped for.
From cosy cashmere knits to an elegant, long-sleeved floral dress, 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, colours 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 from the brand explained.
Slightly more expensive than H&M, with clothing ranging from around £33 to £100, the higher price points indicate a commitment to creating beautiful clothes that are made in an ethical and socially responsible way. "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," the release asserts.
Before the first Arket store opens on Regent Street on Friday August 25th (set your alarms), followed by a second store in Covent Garden later this year, decide exactly which pieces you'll be snapping up from the campaign images ahead.
We're already imagining the different ways we can style this ribbed knitwear come autumn, though pairing it with those jeans looks like a good place to start.
If you're still grieving the death of skinny jeans, this straight-leg denim style that falls perfectly on top of those brown courts, proves that looser silhouettes are the future of fashion. That XL bucket bag gets our vote, too.
This satin pinafore dress could be dressed down, worn over a T-shirt with trainers, or dressed up with colourful heels and statement jewellery.
We're not sure what we prefer more: the elegant long-sleeved navy dress or the black leather tote?
High street 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.
Fend off the British rain in style in this hooded white jacket.
Red is the colour of AW17 and this simple sweater is an effortless way to wear the colour trend.
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 jacke t for the only piece of outerwear we'll be wearing all autumn and winter.
All white might sound daunting, but Arket makes it look easy in this sheer polo neck and tailored trousers.
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