Here's A First Look At Arket, H&M's New Sleek Sister Brand

Arket, the new sister brand of H&M, has revealed its debut campaign, and as expected, we'd like everything in our?wardrobes NOW.

Arket's first "archive" collection offers a versatile range that you can mix, match and wear again and again. Think everyday, affordable wardrobe essentials perfect for AW 17: simple knits, classic coats, modern prints and splashes of colour thrown in. The collection will have pieces for both women and men as well as children's and some homeware in selected stores.

Slightly more expensive than H&M - with prices ranging from around €39 to over €100 - the collection is still very affordable with no letdown in quality or sustainability.

The official launch takes place on August 25th - first?online?and the UK and then in-store in the weeks and months that follow, and you can plot exactly which pieces you'll be snapping up as we have a sneak peek at the brand's first campaign below:

234028-420 - Department 2 Women Type 34 Dresses Product 234028 Material 420 Viscose - Slightly fitted dress, flared from the waist, made from high-twist viscose cr?pe. The all-over floral print is based on an original artwork from the archive of Francois Ducharne's silk firm and drawing studio, active between 1920 and 1960. Ducharne's patterns and silks were originally created for designers such as Schiaparelli, Givenchy and Chanel, and some of the studio's most important works coincided with the Art Deco movement of the late 1920s and early 1930s. Renowned for their beauty and technical innovation, the fabrics were collaborative works between Paris artists and Lyon weavers, often inspired by flowers, foliage and abstract shapes. The Ducharne archive is a collection of 12,000 original artworks and artist proofs. #ARKET

A post shared by ARKET (@arketofficial) on



The image newsletter