Store Openning of & Other Stories Brand Launched by H&M
The popular high street clothing brand H&M launched the new high end clothing label called & Other Stories. The first & Other Stories store was opened on Friday in London on Regent Street.
The new brand & Other Stories introduces an innovative approach to fashion: instead of finding the source of inspiration in the collections by the deluxe designers, designers of this brand find the inspiration in the social networks and fashion bloggers. Stepping aside from the established system of designing the clothes by simply copying other’s garments, which is commonly used by the high street brands, & Other Stories will be creating clothing based on the photos of the fashionistas from all over the world.
Behnaz Aram, head of design in Stockhold, commented on the new brand:
It’s for women who are interested in fashion and who feel differently every day. Some days you want a romantic dress, the next day jeans and a T-shirt. You feel different and that’s what we’re trying to reflect.
The debut array of goods presented in the London store comprises four mini collections of clothes and accessories, where the garments from each collections could be mixed and matched for the one-of-a-kind looks. While the first collection embraces the latest fashion trends like the leather and bold prints, three others are more sculptural and sport-themed; hippy and industrial; and preppy.
It felt like customers want to be creative today. That’s the thing about the internet and the whole street style thing. So if we could create a brand that had four different directions, they can mix and match.
The garments feature the clean lines and timeless silhouettes that come in the range of colors: floor-length maxis in teal, lightweight dresses in white, miniskirts with a metallic finish and knitwear in bold fluorescent hues. As for the accessories, they are also performed in the minimalistic style: duffle bags, satchels available in brown and pink, mules with thick heels and transparent brogues. By the way, a lot of space in this two-storey place was filled with the beauty products, which is an unusual thing for the high street stores.