Other Stories is a new premium high-street brand from the Hennes & Mauritz group, to be launched this spring.
Priced higher than H&M’s fast-fashion mainline, its clothing, shoes, bags, jewellery, skincare and cosmetics with clever proportions and understated accessories.
The brand is comparable to the Cos brand with similar prices, starting at £5 for a nail polish and reaching £195 for a leather biker jacket.
Sara Hildé Bengtsson, creative director of & Other Stories, says ‘So much has happened in the past couple of years in terms of personal expression. We were looking at street-style blogs and thinking that one thing was not more important than the other; a lipstick is as important as shoes. It’s about how you put things together.’
There are designs to suit all ages. ‘That vibe we have in the fashion business that something is either right or wrong to me feels outdated,’ Anna Teurnell, the brand’s head of design, says. ‘If something is good for you, then it is right.’ Ageless classics include heavy satin sculpted skirts and shift dresses, a raspberry silk crepe dress with a cut-out back, and a suede skirt with graphic patchwork detailing in green, black and grey.
The launch of the British flagship store on Regent Street, London is causing much excitement. The stories.com website will allow you to mix and match clothes, accessories and make-up ideas to your personal taste, and if the reaction of the fashion press is anything to go by, high-street shoppers are promised a happy shopping experience.
& Other Stories opens in London on March 8. stories.com
What do you think? Will this be a welcome addition the the British high street?