The High-Street Game Changer: ARKET
For the past 5 months, fashion junkies have been eagerly awaiting the launch of H & M's latest family member, ARKET. The Sweedish company Hennes & Mauritz AB already have COS, & Other Stories, Monki, Cheap Monday and Weekday under their umbrella.
The new Scandi label has set out to 'build a modern-day market for essential things', producing homewares, menswear, womenswear and children's clothing.
Despite being a member of one of the largest fast-fashion families in the world, ARKET 's ethos revolves around creating the building blocks for peoples homes and uniforms for wardrobes, with the idea that less is more. The store is a far cry its sibling stores, with stylish cement grey walls and rich stone floors, a calm and fluid environment, totally void of the stress Regent Street shopping generates.
For lovers of The Row, Céline and Acne Studios, this has become the affordable and good quality alternative. The aesthetic of the store itself is wonderfully OCD with neatly folded piles and colour co-ordinated rails, complete with spacious and well lit changing rooms.
ARKET are filling a void on the high-street between low cost fast-fashion and the luxury market, offering a luxurious mid-level label, with a pair of socks starting at £3, and its most expensive item being a trench coat at £300. Attention to detail and quality is what has drawn the crowds into their Regent Street store.
ARKET's creative director, Ulrika Bernhardtz, is driving the group towards a more sustainable and ethical future, using recycled cashmere and organic wool, steering away from many of the high-street retailers practices.
After you've shopped, you can take a break in the ARKET's nordic cafe, where they are using Mavam's espresso machines, (hand-built in Seattle) extracting and preparing the freshest coffee.