Earlier this year, Swedish label H&M announced it would be launching a new minimalist brand dubbed ARKET, and now the first official campaign and accompanying launch date has been revealed.

ARKET’s debut collection sees a slew of fall wardrobe essentials including cashmere knits, long-sleeved floral dresses and trench coats in neutral tones.

According to the press release:

“Each item in the product family is intended to be a perfect version of itself — everything has earned its place on the shelf.”

ARKET is slated to launch online on August 25 and in-store at the brand’s Regent Street location in London. The Nordic-inspired label will then be available in locations throughout Europe in the weeks and months that follow.

Take a look at some of our favourite shots from ARKET’s first campaign below, photographed by Zoe Ghertner and styled by Jodie Barnes.