Entitled ‘New Nordic Everyday Design’, the campaign is the first in a series of looks drawn from ARKET’s permanent collection, as well as upcoming seasonal drops.
Comprising menswear, womenswear and children’s options, the collection features recycled cashmere, Merino roll necks, denim and shirting, as well as chrome-free tanned leather pieces and is set against a backdrop of the natural surroundings found in the brand’s hometown near Stockholm.
The concept of everyday beauty was one of the starting points for developing the brand, as well as a major influence on the Nordic modernist movement in the mid-20th century. Formulated in 1919 by Swedish art historian Gregor Paulsson, Vackrare vardagsvara (more beautiful everyday things) became the slogan for a new democratic approach that aimed to bridge the worlds of arts, crafts and functional form to produce affordable and widely accessible items for everyday use.
Paying attention to sustainable practices, ARKET continues to build on the Nordic tradition of functional beauty with this campaign and aims to enhance life through well-designed everyday things.
ARKET’s ‘New Nordic Everyday Design’ collection launches globally on 27 August and will be available via the brand’s online webstore.