It’s hard to remember a time before Zara. When Topshop on Oxford Circus wasn’t a high street behemoth worthy of a pilgrimage. When a lunchtime dash around H&M filled a hole in a way that surpassed even a bumper order from Pret.
But maybe (and forgive me if Zara is your house of worship), it’s starting to feel a teensy bit ubiquitous. I refer you to the occasion last year when four Glamour staffers wore the same Zara dress on the same day. Maybe you’re ready to switch up your shopping.
Fortunately, the times, they are changing. And so is the British high street. New brands are vying for your affection/cold hard cash. They’ve all got ambitions for expansion, but for now they’re London-based, which we know is annoying if you don’t regularly hang out in W1, so we’ve got the lowdown (because we’re selfless like that. Always willing to shop on your behalf).
Arket
The vibe: “A modern market” (but without the m), Arket is the latest brand to emerge from the H&M empire. Think of it as cheaper - and not so ‘art teacher’ – as Cos; less trend-led than & Other Stories; more grown-up than H&M. It’s a Scandi haven with something for everyone: men, women, children, those hankering after a more Nordic home experience. There’s even a café, so you can gorge on Lingonberry bars.
Location: Regent Street and, from this Friday, Long Acre in Covent Garden, arket.com
The store: Acres of grey walls and floor; shelf-fittings packed with aesthetically-pleasing homewares (wooden spoons, white bowls, glass jars); clothes arranged by colour. It’s a store to inspire a thousand Instagram feeds - as is evident from the (approx) 172 people taking pictures with their phone at any given time.
What to buy: The perfectly-packaged hand and body range to display in your bathroom. This is the place to upgrade your basics: shirts with a twist, knitwear, classic coats (we like the navy pea coat and the camel Crombie). But be warned: you might suddenly find yourself overtaken by a sudden, unaccountable urge to acquire a wooden scrubbing brush.
You’ll love it if… You colour-code your books, display apples in a simple bowl on your scrubbed wooden kitchen table, eschew trends in favour of clothes that won’t date, love a Scandi snack.
Obvs, you know that… Arket is Swedish for ‘sheet of paper’ because that’s what inspired the brand. It’s so, you know, conceptual.
The brand: Weekday
The vibe: Urban, ethical, youthful denim, cool tailoring and minimalist staples. They’re big into organic, recycled materials (they aim to have 100% organic, sustainable cotton in all their garments by 2020) so it’s all very ethical, too.
Location: Regent Street, weekday.com
The store: Simple and stripped-back to the point of minimalism. Stark black floors, galvanised steel, strategically-placed signs flashing wise words. Cosy it is not. Cool it most definitely is.
What to buy: Denim. Deconstructed tailoring (you know: raw edges, asymmetric, deconstructed hems). Slouchy (but not grannified) knits. Jeans.
You’ll like it if… you’re obsessed with winter, Scandi noir dramas and Columbine Smillie is your Instagram obsession.
Obvs you know that… you’ll need to head in store to check out their Zeitgeist project – a limited edition of t-shirts and totes designed to reflect current events, that change on a weekly basis.
The brand: Reserved
The vibe: Kate Moss is the face thereof, which pretty much sums up this Polish high street brand’s ethos of undone, eclectic cool – but with an Eastern European twist. It takes aim at the H&M/Topshop market: aged 20-40, hungry for affordable (skinny jeans start from £20, ditto dresses) trend-led newness (there are bi-weekly trend-based drops).
Location: Oxford Street, reserved.com
The store: Bright, buzzy, big, bold, busy.
What to buy: The workwear is pretty good (check out the blazers), as is the retro-inspired urban streetwear. There’s also floral printed dresses and bold Slavic prints – and a hefty dose of shiny vinyl (as sported by Moss). Reserved is clearly aiming to offer something for pretty much every taste.
You’ll like it if… You like that rock ‘n’ roll thing, have a see-it wear-it attitude to trends.
**Obvs you know that…**Mossy isn’t their first celeb face. Jerry Hall, Elizabeth and Georgia May Jagger fronted a past campaign.
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