H&M , who also own Cos & denim brand Cheap Monday, have announced that they are launching another new brand called “& Other Stories.
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| &Other Stories Inspiration |
With design studios in Paris and Stockholm it allows the company to cherry-pick from the wealth of designers based in each city, but also to incorporate two of the most popular strands in fashion right now: nonchalant, downbeat Gallic chic and that grungy Scandi edge – both filter through.
The clue is in the name. Unlike most mid-priced retailers, & Other Stories items, which include beauty products, makeup, shoes, bags, jewellery and clothing, are not inspired by catwalk trends or marketed as “must have” pieces.
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| &Other Stories |
“We went to different cities and looked at how the impact of social media, street style and bloggers has made women more fashion savvy,” said creative director Sara Hilden-Bengtsson. “Women create looks differently than they did 10-15 years ago. They create their own stories through their personal style and they know fashion.”
The store VM creates a series of clever edits, so that customers can easily achieve the spontaneous “I just threw this look together” attitude, popularised by bloggers. “Contradiction and Minimalism” for example features a leather dress, and a small selection of shoes, bags and jewellery that will work with it. There is nail polish to match iPhone holders and lipstick glosses to match jewellery, a fun, unique and novel idea.
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| &Other Stories |
From my understanding the prices will be at the top end of the price bracket, with jackets at £200, Shoes £120 are well made & real leather and Totes at £145 are the same. More premium high street prices but are well designed and made to last.
