The H&M Group’s New ARKET Brand Embraces the Nordic Tradition

After the HM Group first announced its new project back in March, the company has now introduced the debut collection from ARKET. According to Ulrika Bernhardtz, ARKET’s creative director, the new member of the HM family will focus on “the Nordic tradition of functional, long-lasting design” and will stock ready-to-wear menswear and womenswear pieces, as well as a homeware selection and carefully curated pieces from other brands.

For its debut collection, ARKET has unveiled a selection of clean staple pieces, with strong outerwear for fall/winter being the standout pieces of the collection. The collection will drop online and at ARKET’s soon-to-open flagship in London on August 25, with prices ranging from T-shirts at £19 GBP (roughly $25 USD) to £250 GBP (around $330 USD) for a parka.

As well as announcing its latest brand, HM has also recently unveiled its upcoming ERDEM collaboration with a Baz Luhrmann directed video.