Swedish fashion houses sweep UK high street as H&M enters Selfridges

'carefree freshness

Stockholm comes to Britain with the H & M brand Monki goods and COS

Although the French aspect invaded the British high streets in recent years, with brands such as Sandro and Comptoir des Cotonniers, the strength of growth is probably Swedish.

At the heart of this quiet revolution is H & M: With nearly 200 stores in the UK, it is difficult to walk down the street, without spending one. But the ambitions of the Swedish fashion giant is still far from satisfied.

Selfridges this week came for the first time next Thursday, the London department store also welcomes Monki, H & M brand property that has grown over five years to boast 49 stores seven countries . COS, also owned by H & M and this group in the UK since 2004, will open two stores this fall, suggesting demand for its high price street minimalism is increasing.

Then there is the fresh pasta of Swedish fashion brand Acne - loved by Alexa Chung and his associates for his easy style, but nervous -. This opened a shop in London last year after record profits of £ 32m in 2009

Stockholm

growing reputation as a fashion capital has only one alternative to the success of acne. Teh week of fashion capital now attracts international names in search of acne next.

"I never used to go, but now I always find brilliant things there," said Yasmin Sewell, creative consultant and forecaster who was instrumental in the success brand in the UK.

style

Stockholm street is more influential: known for classic looks and extravagant, residents of the city offered regularly on blogs like Facehunter

• Susie Lau, fashion blog Stylebubble, believed to be an aesthetic "that attracts many people, a kind of intangible cold indifference."

Lau said Monki - which is apparently addressed to "young at heart" - recognizes that capture the look of the streets of Stockholm will be your USP with young consumers in the UK

Monki
CEO, Henrik Aaen Kastberg, the label describes as "a flirtation between street style and expressive Scandinavian fashion sense."

The brand comes with a cute cartoon pieces price as the blouse with polka dots or skater skirt below 120 pounds.
"It is very niche, but I can see work in the cities of fashion," said Sarah Peters, senior analyst at Verdict Research. "The big difference is that H & M behind him."

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