This Spring/ Summer make room in your wardrobe for a brand new fashion line coming from H&M. H&M are set to launch a new luxury womenswear brand called ‘& Other Stories’, with stores opening all over Europe. Locations include Barcelona, Berlin, Copenhagen, Milan, Paris and Stockholm, while its online boutique – stories.com – will make the label available in Belgium, Denmark, Finland, France, Germany, Italy, The Netherlands, Spain, Sweden and the UK.
Last September, it was confirmed that the line, which will complement H&M’s current offering with gorgeous and good quality affordable pieces. ”All of us at & Other Stories are thrilled to open our first stores in some of the major European cities and we are looking forward to offering our collections to an even broader audience through stories.com,” said head of & Other Stories Samuel Fernström.
The Swedish company have said ”& Other Stories is about bringing everything she can wear into one place, focusing on the whole look… We believe shoes, bags, jewellery, lingerie and beauty are key for styling and just as important as clothing.” The new line has been described as “inspiring” , “diverse” and is aimed to be “lasting wardrobe treasures within a wide price range”.
H&M currently have over 2,600 stores worldwide on the high street, which sell products at cheap and affordable prices. The new line, & Other Stories, will be affordable, but will move upmarket and strengthen its more high-end offer. Prices for “& Other Stories” clothes will start where H&M store prices end, said Chief Executive Officer Karl-Johan Persson.
So get shopping this Spring at & Other Stories!
