The Guardian said that Stockholm's 'cool nonchalance' comes to Britain with H&M-owned; brands Monki and COS. This week H&M; entered London department store Selfridges for the first time.

Stockholm's growing reputation as an alternative fashion capital has only added to fashion brand Acne's success, which opened a London boutique last year.

The Swedish capital's fashion week now attracts major international names in search of the next Acne, the British newspaper said.

"I never used to go but now I know I'll always find brilliant things there," Yasmin Sewell, a creative consultant and forecaster who has been instrumental in the brand's UK success, told the Guardian.

H&M;, which has had a presence in the UK since 1976, aims to add stores at a rate of 10-15% each year with the help of designer collaborations.