Swedish fashion is already popular among British consumers, with H&M enjoying success in over 200 stores throughout the UK.
Last week H&M entered London’s Selfridges for the first time, cementing its status as an esteemed brand. Today it is joined by Monki, a quirky fashion label also owned by the H&M group.
Henrik Aaen Kastberg, CEO of Monki, describes his brand as "a flirt between expressive street style and Scandinavian fashion sense”.
Monki, born in Stockholm in 2006, has 49 stores in seven countries, including Norway, China and now London.
In November H&M will unveil its autumn collection in collaboration with Donatella Versace. H&M previously collaborated with other major fashion designers such as Jimmy Choo, Karl Lagerfeld and Stella McCartney.
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