Unashamedly over-the-top, the brand describes its line as “a flirt between street style and Scandinavian fashion sense”.

The store concept will be suitably ‘in your face’, with an underwater-themed fit-out, called ‘Sea of Scallops’. Monki’s February launch comes just in time for its latest collection, Spring Dance, which goes all out on the nautical theme, with plenty of stripes, gold buttons on double-breasted blazers, and navy and white.

There’s a splash of apple green and golden yellow, too. Keep an eye out for Monki’s sister brand and jeans specialist, Cheap Monday – a mature and darker version of Monki – opening next door. Both are owned by H&M.

Open TBC
39 Carnaby Street, W1
Tube: Oxford Circus