October 1, 2020
Uncategorized

‘It’s fashion without a capital F’ – Swedish stores step up high street invasion

With H&M launching two new brands in central London – Weekday and Arket – what is it that has made British shoppers fall for Scandi style?

It gave us woolly jumpers, cosy socks and bobble hats – now Scandinavia is tightening its grip on the high street with what some in the fashion world are describing as a new Swedish invasion.

Last week it was announced that David Hagglund will be the new creative director of Topshop and Topman. Hagglund is Swedish, and comes with a CV that includes time at Swedish high street powerhouse H&M and a Stockholm-based advertising agency.

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