FASHION

“& Other Stories” | H&M’s New Premium Brand

February 20, 2013

If you have been keeping your ears to the fashion pavement recently, you are already well aware that H&M will soon be launching a premium line which will match Zara’s (recently named the world’s best high street retailer) price points. Stores are set to open in seven cities throughout Europe but will make it’s global […]

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& Other Stories

If you have been keeping your ears to the fashion pavement recently, you are already well aware that H&M will soon be launching a premium line which will match Zara’s (recently named the world’s best high street retailer) price points. Stores are set to open in seven cities throughout Europe but will make it’s global debut on London’s Regent St. I shed a single tear drop, like Demi Moore in the movie Ghost when I learned that it will not yet be available for us thirsty North Americans. But not to worry, just one more reason for me, and you, to plan a trip across the Atlantic. However, if H&M decides to bless fashionistas with an e-commerce infrastructure soon – we just may be in luck after all!

In a recent press release, the brand states that the line will be built around four fashion “tribes” – “Industrial & Effortless”, “Sophisticated & Architectural”, “Minimalism & Contradiction” and “Poetic and Dandy”. As I type this now, I realize the significance behind the label’s name. The Swedish brand’s new luxe line will feature women’s “ready-to-wear”, shoes, handbags, accessories and beauty products.

Lucky for you, you don’t need to guess what these wearable items that combine masculine tailoring with feminine chic, will look like…I’ve collected my faves from the lookbook of course, for your viewing pleasure. That is, until & Other Stories and H&M deem us worthy of having our own retail stores on this side of the pond! And happy shopping you lucky Europeans!

& Other Stories

& Other Stories

& Other Stories

& Other Stories

& Other Stories

& Other Stories

& Other Stories

& Other Stories

& Other Stories

I am totally coveting everything from the new label and actually plotting on how I can get a relative in London town to head to the store’s opening to scoop me a few pieces. What do you guys think about the & Other Stories line? Yay or nay?

XO,

S

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