H&M have recently announced they are launching a new luxury fashion brand called & Other Stories. The Swedish retail group will be welcoming the new brand during spring next year and it will be available to buy online and in selected European counties.
“& Other Stories is about bringing everything she can wear into one place, focusing on the whole look” H&M recently said in a public statement. “We believe shoes, bags, jewellery, lingerie and beauty are key for styling and just as important as clothing.”
Also mentioned in the statement was the inspiration behind the name of the new line, as well as what to expect; “Our collections are built around inspiring fashion stories. All our lines are diverse, ranging from masculine tailoring to feminine chic and designed to provide endless styling choices.”
Design studios in Paris and Stockham will be in charge of creating the new collection and with promises of affordable prices, we can’t wait too see what they come up with!
