Arket is New H&M Brand for Timeless Basics
Arket collection consists of everyday, every occasion clothes – smart casual. The styles are timeless and minimal, almost boring. But you can build a nice capsule collection of these every season pieces.
Arket is a very Scandinavian looking brand. It is designed for a more mature taste that normal H&M. The silhouettes are trendier than Uniqlo but more simple than COS.
What is nice about the collection is the slightly more bold use of colour. It makes some very basic items look fresh and interesting.
The first Regent Street shop is a lifestyle store, including homeware and a cafe.