Here's Everything We Know About H&M's Brand-New Fashion Brand

H&M is a fashion favourite for millions of people around the world, from celebrities on red carpets to Coachella fans, and the brand is only getting bigger. Later this year, the fashion powerhouse is launching a new clothing and home brand called Arket. Prepare your wallets accordingly.

"The overall direction and focus are quality in simple, timeless, and functional designs," says CEO Karl-Johan Persson in a statement. "There will be products in a broad price range, however in a slightly higher price segment than H&M with emphasis on materials, function, and fit."

While we don't know too much about the actual clothing yet, we do know customers won't have to shop hungry. Some Arket stores will include cafés based on the healthy living–focused New Nordic Kitchen. But if you're excited to munch on snacks while you shop, you might need to wait a while.

There are plans to open Arket stores in London and 18 European markets, but disappointingly, there don't seem to be any plans to open an Australian location anytime soon. Major bummer.

We suggest planning a trip to Europe at the end of the year, if you want to get on it before all your friends do.

Love H&M? Shop similar Australian brands.

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