Swedish fashion group H&M will launch a new formula, called Arket, soon, its eighth chain. The first boutique will open its doors in London by the end of the summer.
Minimalist
H&M has now also revealed the first images for its new boutique and its collection, both clearly inspired by a minimalist design.
The London store has a lot of white walls and white racks and display tables. The floor is a simple, yet robust parquet floor.
The collections will be equally minimalistic, with several pieces in different colours and weights, depending on the season. Consumers will find the same sweater, both in the winter and summer, but the winter version will withstand the elements better.
The formula will not follow the trends as quickly as several of H&M’s other formulas, but will focus on several basic items that should last for a long time. It also fits the formula’s general themes, sustainability and timeless basics. Prices should be along the lines of H&M’s other formula, COS, which means it will be rather expensive.
Arket’s first store will soon open in London, but Brussels will also get its own Arket store later.
