Swedish retail giant H&M has recently launched sister label Monki in the UK. In just five years, the quirky, fun and youthful relation of H&M, Cheap Monday and Weekday (all owned by H&M) has achieved a cult following, with 49 stores in seven countries around the world. Their shop within Selfridges opened last month and recently, to much excitement, they extended their e-commerce site to ship to the UK.
Their kooky concept stores are reportedly set to roll out in the UK some time in the near future, and I for one can’t wait; their creation of a unique “Monki World” within every single shop takes branding to a whole new level. Each store is a beautifully designed haven, epitomising Monki’s take on fashion as escapism, a fantastic world of hidden treasures. More than your usual high street offerings then.
Monki clothing is relatively affordable too, priced slightly cheaper than Topshop. Whilst the designs reference trends they are never overly trend-driven, offering something a little different and expressive with a cool edge. It’s all in the details that give their chic separates a signature twist: skinny trousers with zip and leather detailing, jumpers with oversized bobbles (fave) and blouses with lots of extra buttons. The signature slouchy fit epitomises the Swedish cool they have come to be associated with, perhaps a younger, cheaper and less minimal Acne. Susie Bubble dubs it “Scandi-cool”; Monki certainly exudes the street style of Copenhagen and Stockholm.
The Monki experience extends further than clothing, with related projects Monki TV, Monki magazine and Monki DJs. An example of a brand that’s really got its finger on the pulse; 21st century fashion is about the whole experience, something that Monki have developed rather cleverly.
I’ve put together a few outfits I’d like to be wearing from Monki:
I’m partial to a Peter Pan collar as you know, and this dress is go-with-everything gorgeous. A bright cardigan gives a monochrome outfit a pop of colour and the bowler hat and cute spotty socks add a sense of fun.
I am simply in love with this jumper – seriously how cute are these bobbles?! This jumper really sums up Monki’s quirky appeal, as seen on Susie Bubble and Fearne Cotton. Tempted to order this one actually as I’ve been coveting it since I first set eyes on it. Combining a girly floaty skirt with chunky knits is an easy way to dress down a chiffon skirt for day.
The juxtaposition of chiffon and leather creates a cool masculine/ feminine, hard/ soft contrast. Chunky ankle boots add a stylish edge and this leather-trim cape is just stunning, the perfect autumnal cover-up.
Duffle coats are a big trend this season; to avoid looking too girly pair with grown-up separates such as this flowing dress and smart brogues. This gorgeous emerald hue is spot on for Autumn/ Winter and the velvet turban gives the look a touch of everyday glamour.
The grey marl top is a real wardrobe hard worker; this owl print slouchy sweater gives the basic a cool twist. Coloured jeans are a huge trend this season, especially in jewel tones. These burgundy corduroy skinny trousers are a quirkier take on the coloured trouser trend and also reference the heritage trend too. Chunky ankle boots and an oversized hat are a cute final touch.
I think I got a bit carried away there… What have you got your eye on from Monki?