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We Can't Wait For H&M's New Lifestyle Brand To Launch

Meet Arket.

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It looks like Ikea isn't the only Swedish brand capitalizing on Nordic cool. While H&M started out as a small Scandinavian brand, its affordable basics and on-trend pieces inspired by the runway have seen it skyrocket into one of the biggest high street labels in the world. Among its many plans for the future, H&M has announced that it aims to be 100% sustainable by 2030 and, in the more immediate future, expand its lifestyle brand. 

The H&M group is largely known for its clothing and accessories lines, including Monki, Weekday and Cheap Monday – as well as & Other Stories and COS, whose fashion-conscious pieces are made from better quality materials and have a slightly higher price point. H&M Home is also popular, though it hasn't got as defined a personality as any of the company's umbrella brands. That's where Arket comes in. 

The new store is set to cater to the modern lifestyle market, with affordable essentials for men, women, children and the home. Plus, if space allows, each address will house a Nordic kitchen serving healthy snacks. If that doesn't sound appealing enough as it is, we've also heard that Arket will feature selections from other brands and designers, which leads us to suspect a collaboration or two. 

The only imagery we've seen from H&M's latest venture so far is an effortlessly cool, stone-colored label with the brand's name embossed in the center. It's not much to go on, but the calm, neutral design gives us a good insight into how the store might fare, and we can't wait for it to launch. 

Image: Metro.co.uk

Unfortunately, Arket's first store won't open its doors until early fall – and even then, it will be in London. As far as online shopping goes, Arket is set to be available online in 18 European countries before an eventual expansion to the rest of the world. 

So while we wait for it to become available world-wide, we pulled together some of our favorite pieces from H&M's pre-existing global brands to upgrade your home and closet with a cool, Scandi twist:
1/24
H&M Pleated Mesh Skirt - $25
Shop
2/24
COS Cotton Poplin Shirt Dress COS 10 - $105
Shop
3/24
H&M+ Hooded Sweatshirt Jacket - $40
Shop
4/24
& Other Stories Belted Cotton Coat - $125
Shop
5/24
H&M Satin Jacket with Belt - $50
Shop
6/24
H&M Slim Regular Cropped Jeans - $40
Shop
7/24
Monki Side Stripe Trousers - £30
Shop
8/24
Weekday Transfer Rounded Sunglasses - £12
Shop
9/24
H&M Floral Print Duvet Cover Set - $60
Shop
10/24
& Other Stories Cut-out Buckle Dress - $95
Shop
11/24
H&M Textured Porcelain Cup - $9
Shop
12/24
COS Lace-up Leather Sneakers - $125
Shop
13/24
H&M Patterned Cushion Cover - $6
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14/24
Cheap Monday Raptor Body Chain - £20
Shop
15/24
Monki Long Mesh Slip Dress - £40
Shop
16/24
COS High-neck Silk Blouse - $135
Shop
17/24
H&M+ Patterned Dress - $30
Shop
18/24
Weekday Explore Rounded Sunglasses - £12
Shop
19/24
Cheap Monday Smash Makeup Dress - £35
Shop
20/24
H&M Pattern Seat Cushion - $13
Shop
21/24
& Other Stories Scalloped Lace Soft Bra - $39
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22/24
H&M+ Ruffled Blouse - $35
Shop
23/24
Cheap Monday Victory Block Logo Sweat - £40
Shop
24/24
H&M Scented Candle In Glass Jar - $5
Shop

Cover image: via @hm on Instagram
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