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SFW SS21 – ARKET: New Nordic Everyday Design
ARKET launched its campaign for AW20 this week [high-street brands work to the current season, instead of 6 months ahead]; entitled ‘New Nordic Everyday Design’, the campaign showcases ARKET’s signature simplicity, functionality, and colourful playfulness that we all know and love. Featuring pieces from the brand’s permanent collection, as well as highlighting some key special pieces for, the collection is an ode to Scandinavian longevity and the diversity of needs our clothes have to answer.
There are nine key-areas of ARKET’s brand identity that they use to focus on the areas that are most important to them: materials, suppliers, design, food, people, balance, knowledge, community, and environment. By having this focus, ARKET can focus on carefully crafting garments that can be worn and loved for a long time. Many of the key pieces for the upcoming colder season are part of the brand’s sustainability efforts, with their Upcycled Down™ outerwear pieces containing recycled down, their knitwear using recycled cashmere, denim and shirting made from organic cotton, chrome-free tanned leather, and Seamless™ yoga wear featuring recycled nylon. ARKET are taking a sustainable stance, and we like it.
“New Nordic Everyday Design can be read as a simple manifesto for our philosophy and mission but also capture ideas and inspirations which we often return to in our creative work. It represented openness, innovation, and a dedication to make even the ordinary things we use in daily life a little more beautiful.”
The looks are quite true to ARKET’s minimalism, with pops of colour sprinkled throughout, with my two personal favourites both involving leather. The long, leather dress is very clean and fashioned with a belt right on the waistline, perfect for the winter, and maybe even with a pair of white sneakers, IF the weather permits. The second piece has got to be the short, black leather ankle boots with the angular heel. Although they may be quite classic, the heel of this boot give it a subtle hint of something new, and different, compared to other pairs.
I am looking forward to seeing these pieces in stores, and getting my hands on those leather pieces!