Still in Kazakhstan COS and Other Stories? H M has opened a new series.
Tomorrow, the first shop for the H M group's 7 clothing brand, Arket, is opening in london. (the other 6 are H, M, COS, Other, Stories, Cheap, Monday, Weekday, and Monki)
Back when H M announced that they will launch a "new" and "high-end" and "Nordic minimalist style" brand, almost the whole network in an uproar.
My circle of friends has become a battleground. "Going to buy it."! "Camp" and "why"? "Camp torn in full swing.".
The former see "high-end minimalist Scandinavian style" instantly incarnation of the werewolf, called a wallet (but cannot buy).
The latter, however, are mostly fans of COS or Other Stories. Their complaints were filled with righteous indignation in the market pressure, let H M group decision-making collective dementia, pushing a competitive brand to sell their own good and burst to COS.
Of course, the biggest doubt is: what is the difference between Arket and Other Stories in the name of high-end Nordic wind flag? COS
Arket is not "fast fashion", to do high-quality basic paragraph
Arket is Swedish and translates into Chinese as "a sheet of white paper".
Brand creative director Ulrika Bernhardtz describes his style: "Arket conveys the traditional design concept of the Nordic tradition. It represents a piece of white paper and provides more possibilities for brand creation.". "
In her view, more and more people have come back to the classic dress. Those traditional "Grandpa shirts", Brittany fisherman's sweaters, fisherman's coats, sweaters in good quality, or custom-made pants are what people really need.
What Arket offers to people is that this can be worn for a long time and can be changed with a little different style - "high quality basic"".
This is true from the first quarter of the series of men's and women's brands.
This is a series inspired by sportswear. Men wear blue, green, camel and other natural colors of autumn and winter, the design is simple and classic, it should be very good to wear.
Women wear more bright colors and prints, but they don't have anything to do with fashion. The feeling is every girl in the closet are some of the so-called "all-match", in a few years no one think that left behind.
One of the designs for the dress was found in the archives of Francis Di Scharner's Silk Company and the painting studio. The printing was popular in 1920s and 1960s.
Although the main classic style, but Arket still has a lot to offer stylish details: drawstring cuffs, color stitching at the sawtooth pattern, collar buttons etc.. These designs are very Nordic - simple but full of wisdom and fun.
In addition to men's and women's clothing, Arket is also equipped with children's wear and travel series.
Children's clothing pays great attention to children's experience, and uses plenty of natural fabric.
The travel series was developed after in-depth research aimed at optimizing the standard carrying capacity on international aircraft. All interior and exterior compartments are built in accordance with airline standards.
In an interview with Vogue, Bernhardtz said, "all our editions and styles are carefully chosen, tested and repeated, so they are not updated frequently, and every season is updated with prints and details.". "
Focus: "every season", update details".
Compare the COS we thought might have been the same as the Arket - its update frequency is "every week."". One can imagine, "every season," updated Arket want to get rid of "fast fashion" determination is how big?.
And the phrase "update details" has decided that Arket can't follow the trend to a great extent.
Do not want to be Tucao quality, H M to force on the fabric
In fact, Arket's DNA is summed up by Bernhardtz as 4 words: "Timeless", "Crisp", "Quality" and "Warmth"".
"Timeless" is a trend beyond style, that is, classic design.
"Crisp" is always suitable, modern and fresh.
Regardless of brand formats (this I will be fine for the back line), the 2 words are reflected in our design style in front of the.
And "quality", the official explanation is "not only the quality of clothing, but also how they are produced.". "
"Warmth" covers private feelings and humanistic care.
These 2 words are probably what I'm going to say - fabric.
Look at the brand of the official Ins can be very obvious feeling, Arket put a lot of emphasis on the fabric.
Bernhardtz says these fabrics are "products of modern collaboration". Almost all production lines and suppliers are committed to creating sustainable organic fabrics.
At this point, the H M group actually adhered to it for a long time. Its main brand, H M, has launched a special series of environmental conscious actions every year.
And Arket seems to expand the main core of the series to the entire brand.
The suppliers all over the world (including many Nordic veteran manufacturers) gives Arket the recovery, recycling, recovery of yarn, cashmere Merino, organic cotton, organic lamb hair even oceans waste, to help them complete the production of fashion.
While their brand is not idle, developed a called Cotton GSM core technology.
They cooperate with knitting technical personnel, a Merino yarn into a yarn from fine to coarse 4 weight. Then use mathematical formulas to arrange them together to produce fabrics adapted to different temperatures.
To make it easier for people to find the basic clothes they need, they even label their clothes like libraries.
Through intelligent management systems, people can find similar patterns in different materials, or find clothes of the same material in different styles.
From the picture, we can see the number of them, probably by a simple code, including clothing department, categories, products and materials.
Basically, if you like one of the elements, you might find another single product with this element by coding.
"We realize that people shopping on mobile phones are an established reality, and if they can quickly enter ID for shopping, it works for them.". "Bernhardtz says. Obviously, they want to make shopping more consistent with the times.
Well, everyone's very concerned about the problem. What about the price of these high quality classic dresses?
A pair of socks, for example, is priced at around 5 euros, according to official figures. Suits and coats cost about 170 euros and 300 euros, respectively. It looks almost like COS.
Arket is the Nordic lifestyle integration store
At the beginning of the article, we said that Arket has the meaning of "a sheet of white paper". Its creative director gave it an explanation from the design point of view.
On the other hand, H M Group CEO Karl-Johan Persson also gave an interpretation of format perspective. "Arket's name means that it will rewrite the rules of the game. "He said. "This is a modern market aimed at promoting quality democratization. "
Indeed, Arket is more than just a simple clothing brand. It includes 6 parts: Men's, women's, children's wear, travel, home products, and a Nordic style coffee shop.
In addition to its own products, the store will also introduce Adidas, Clarks, Scandinavian, Tretorn, Iittala, Klippan and Nividas and other brands of selected products. Perhaps it would be more appropriate to say that it is a buyer's shop that offers a Nordic lifestyle.
Where people can accomplish more than just a single act of shopping. If you feel tired, the "skedblad" can go to the full Carl Malmsten chair Arket CAF designed in 1933 to take a break.
Bernhardtz calls it a simple, conscious, well thought out design. And hopefully it helps to create the warm atmosphere and atmosphere we want".
"We like to work with people we think are doing good.". "She said.
So the brand found the chef, Martin Berg, and designed a vegetarian menu with Nordic customs for the restaurant. And invited local bakeries and fruit makers in London to work together.
There are 3 kinds of coffee in the shop.
Ethiopia blended coffee beans, made with the Swedish specialty coffee roaster Johan NY strmshegole, are light and sweet. It's available all year round.
Spring and autumn season two respectively for Incahuasi from high altitude coffee cooperatives in Peru and Honduras Cocafelol special coffee cooperatives.
If you like it, you can pick up the beans directly from the store and bring it home.
New stores opened all over the world, but not China
Arket's first store opens tomorrow at 224 Regent Street, london. Online shopping platform will also be on-line (now registered ahead of time, you can get 20 percent off coupons).
After that, the brand in London's Covent Garden, Brussels, Munich, Copenhagen and Stockholm stores will also be opened, the location between each are very special.
Take Copenhagen as an example. Arket chose a city hall that was built in 1733. It has been used as the headquarters of the Royal Danish postal service since 1912 and has only recently become a local post office.
Brand local conditions, around the "historical archives" this theme, do the interior design of the shop. The use of a large number of gray systems makes the whole shop seem restrained and advanced.
The Arket in Stockholm is located at a women's food co Op. It was founded in 1905 by educator and feminist Anna Whitlock. In this building, people can see the clear Swedish "national romanticism" style.
It is learnt that the initial Arket shop plan will cover 18 European markets. Karl Johan Persson revealed that, as the overall Chinese consumers are not mature enough, so the brand in the short term no plan to set up shop in the Chinese market.
But I went to the official website yesterday to have a try. There are Chinese options. Perhaps you want to get through the official website of the sea Amoy, to have the first time.
The _ NiNi editor _ contrariety
_ pictures from the network
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