Announced back in March, Swedish high-street giant H&M's minimalist Scandi-cool imprint ARKET has now snuck out a few previews of its debut collection. And by 'snuck out' we mean: launched a major marketing offensive with a beautiful shot drop of very, very nice clothes.
Focusing on "the Nordic tradition of functional, long-lasting design", ARKET takes aim at your wardrobe staples and offers you the chance to up your game without breaking your stride or your bank balance. Its selection of clean staples – macs, button-up shirts, T-shirts, and more – will run you around £19 for a tee and up to £250 for a beefy parka.
You can't say fairer than that, really.
ARKET's debut collection will drop online and in-store on 25 August, the same day as its London flagship opens on Regents Street