Entitled ‘New Nordic Everyday Design’, the campaign is a showcase of ARKET’s signature combination of simplicity, function and colourful playfulness through a series of looks drawn from its permanent collection as well as upcoming seasonal drops.

‘New Nordic Everyday Design can be read as a simple manifesto for our philosophy and mission but also captures ideas and inspirations which we often return to in our creative work. It represents openness, innovation and a dedication to make even the ordinary things we use in daily life a little more beautiful’, says ARKET Head of Design, Anna Teurnell.

The concept of everyday beauty was one of the starting points for developing ARKET 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.

In the Nordic countries, this ambition was associated with a new ideal of beauty which favoured clean lines, a neutral colour palette and solid materials inspired by nature and the northern climate. Above all, it made functionality and durability the basis for good design.