H&M has another new brand to offer. The famous ARKET can already be found in its London store, while its online store had been present in 18 European markets. What’s standard about this new brand is its offer of children’s, women’s and men’s wear, as well as home wear.

However, ARKET defies the basic H&M logic of fast, cheap and consumer-oriented fashion. Durable, good-quality products and timeless clothes are reminiscent of times before the H&M revolution. The possibilities their online search engine provides already show the change in fashion direction. Articles can be chosen according to criteria and categories (men’s, women’s, children’s), according to pattern, but also according to colour and fabric!

This refined search speaks volumes about the modern and socially responsible approach to fashion and a concept that takes into account classic and timeless styles and awareness of cultural, historical and social themes.

One of the most interesting mini collections by ARKET was dedicated to one of the most influential silk manufacturers which operated between 1920s and 1960s, marking a significant period of achievement in the history of textile design.

Francois Ducharne Studio was established in 1920 in Lyon and was known for innovative and modern designs, but most of all its technical and esthetic innovations. In 1920 they opened an office in Paris, and a year later in New York, followed by a design studio in Paris.
Some of the most significant works by the Studio was marked by Art Deco movement in the late 20s and early 30s, and their clients included famous fashion houses of the time such as Schiaparelli, Givenchy, and Chanel.
Take a look at some of ARKET’s models that celebrate the achievements in textile design.