& Other Stories….

H&M , who also own Cos & denim brand Cheap Monday, have announced that they are launching another new brand called “& Other Stories.

&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.

&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.

&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.