`It´s fashion without a capital F´ - Swedish stores step up high street invasion
(The Guardian Sweden)

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. Continue reading...