TAKE YOUR WARDROBE UPMARKET
HIGH-STREET SHOPPERS in search of something different, Scandiphiles longing for their next design hit and those of us just in search of a great cashmere jumper, prepare to get excited. Very excited. The newest addition to the Swedish H&M group (which includes COS, & Other Stories and Weekday), ARKET, makes its much-hyped debut this very week.
The irony about all this fuss (and, really, can you blame us? Just look at what Stories and COS have done for our wardrobes), is that ARKET, whose name translates from Swedish as ‘sheet of paper’, is so unfussy. Signifying the arrival of a slower, more considered high-street brand, ARKET’S focus is, as creative director Ulrika Bernhardtz puts it, ‘to create clothes that are perfect versions of themselves rather than focus on a particular aesthetic’. In other words, it’s about design over trends, forever pieces over flash-in-the-pan ones, quality over quantity.
But what about the clothes? Curiously for a new brand, Ulrika describes the ‘archive’ as the starting point for all collections. Translation: ARKET is setting out to be your new go-to for contemporary classics, archetypes that feel on point now but you can still imagine wearing next season, next year and beyond. From the basis of the ‘refined and versatile’ debut collection – think fluid crêpe shirtdresses, oversized cotton poplin shirts and wool peacoats – they’re nailing it.
ARKET’S look is clean-lined and pared-back, but more tactile than the austere minimalism so often erroneously associated with a Scandi aesthetic. Flair comes courtesy of a white
stitch on a denim skirt, an exaggerated sleeve, or a ditsy floral borrowed from an archive print house. Minimalish, if you will.
‘With our collection we have sought to create the ideal everyday uniform from products designed to be used and loved for a long time,’ says Ulrika. ‘Everyday’ means functionality and quality are a necessity. Inspired by military garments, two-in-one coats are constructed from separate layers that can be worn together or separately, depending on the weather. Merino yarn is knitted using a mathematical formula so that it achieves maximum durability.
And proving that it’s more than a buzz word, sustainability is another of ARKET’S missions: the autumn ribbed knits, for instance, are made from recycled cashmere at a reasonable price. It certainly ticks all the boxes for the high-street shopper who’s grown up and feels uncomfortable with wear-it, bin-it consumption.
Stylish, sustainable, superlative quality, Scandi vibes: it’s understandable that you might want to ARKETIFY your life. And you can, with womenswear, menswear, childrenswear and even lifestyle. Plus, as the brand believes, ‘there is no need to reinvent products that have already been perfected’ the collection is complemented by a carefully curated selection of other brands, such as Converse. To top it off, the Regent Street store will also host a seasonal, vegetarian café, based on the principles of the New Nordic Food Manifesto. Oh dear, looks like we might never leave…