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H&M’s stylish new venture ARKET reveals sleek new lookbook

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Sam Diss
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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

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Sam Diss

The Associate Editor of New Projects at ShortList, Sam enjoys making up words to annoy editors, writing features about sports, music, weird things, and cool people, and listening to Mark Morrison's 'Return Of The Mack'. He's also a fairly capable centreback. Follow Sam on Twitter: @SamDiss

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