The H&M news fans have been waiting for


(Image credit: Rex Features (Shutterstock))


Fans of H&M, rejoice, you’ll soon have even more stylish clothes to choose from: the Swedish giant has just announced it’s launching a new brand.

Named ARKET (which means 'sheet of paper' in Swedish), it’ll ‘offer a broad yet selected range of essentials for men, women and children, as well as a smaller, curated assortment for the home’ according to CEO Karl-Johan Persson.

It will be slightly more premium than H&M in terms of price points, sitting somewhere between Cos and & Other Stories we imagine.

No images of the clothes have been released yet, but Persson says the designs will be ‘simple, timeless and functional’.

In any case, we won’t have to wait too long to shop it, as the first store will open on Regent Street in London this autumn.

The stores will be a little different to H&M ones too, as they will include a café for a more leisurely experience.

It’ll be based on ‘the New Nordic Kitchen and its vision of quality ingredients and healthy living’. A posher alternative to Ikea’s meatballs if you will.

H&M also owns high street stores Cos, & Other Stories, Monki, Weekday and Cheap Monday, and we’ve got a feeling ARKET will be just as popular.

Penny Goldstone

Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.

Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).

Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at, sourcing the best deals for everything from restaurants to designer sales.

However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.

Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.