H&M-owned quirky girls brand Monki launches in the UK today with a concession in department store Selfridges’ Oxford Street store.


The Monki brand is aimed at 14- to 20-year-olds and its core collection is described as “a flirt between expressive street style and crisp Scandinavian fashion sense” by the retailer. Prices range from £20 to £35 in dresses and £5 to £25 in tops.

Monki, which declined to give long term store targets for the UK, has 49 shops internationally.