H&M's latest venture "& Other Stories" is super cool.
It's also not available in the US making it even cooler.
Every good fashionista loves a hint of exclusivity after all.
The contemporary line (yes, the pieces cost more than your average H&M duds) is designed in two ateliers in Paris and Stockholm where each collection is crafted around fashion "stories". The ready-to-wear line is complimented by & Other Stories own accessories and in house beauty ranges.
The online store, curated to look like a mash up of your stylish friend's Pinterest and Tumblr pages, includes videos, behind the scenes moments and detailed explanations (occasionally accompanied by the photograph that inspired a piece) about the collection.
I'm in the mood for spring so the Modern Dandy story, with it's masculine shapes and ditzy florals, really made me deliriously happy. Actually, it made me a little depressed because it's about to snow a bunch more so even if I could get my hands on any of these pieces I wouldn't be able to wear them anyway.
(Striped Sweater £39, Pleated Silk Skirt £45, Rhinestone Pendant Cuff £39, Satchel Bag £45, Lace Up Pumps £89 All by & Other Stories)
(Behind the Scenes styling of the Industrial Evolution story.)
Of course my obsessive love for this new venture does me no good as you can't even register for the site with an American address. Considering how long it's taken H&M to not bring online shopping to the US I'm pretty sure my only hope of ever scoring those Lace Up Pumps is to visit the brick and mortar stores in Copenhagen and London. One of my friends is headed to the UK for business next month and I'm SO going to send her on a shopping mission!
In Europe you can shop online or visit & Other Stories in person: 256-258 Regent St, London, United Kingdom 29 Amagertorv, Copenhagen, Denmark
(All photos courtesy of & Other Stories)
