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H&M launches '& Other Stories' first outlet
12
Mar '13
"It’s been a very special night for us, and it feels fantastic to see our stores come to life – both here in London and online and finally get to meet our customers", says Samuel Fernström, Head of & Other Stories.

The idea for the online shop and stores are closely linked together with the same imagery, activities and products giving a similar feeling and connecting them. Both stories.com and the 1000 square meter two-level store on Regent Street invites everyone to tell their own story with bags, accessories, ready-to-wear as well as tons of shoes and beauty products.

Everything is designed in & Other Stories’ creative ateliers in Paris and Stockholm with great attention to detail and quality at an affordable price. Stories.com launches on March 8th and will provide delivery to Belgium, Denmark, Finland, France, Germany, Italy, The Netherlands, Spain, Sweden and the UK.

& Other Stories’ friends Natasha Khan, Julia Sarr-Jamois and Mary Charteris wore their favourite pieces from the collections showing some of the much-talked about diversity with their own personal way of styling.

“It’s delightful to see so many great personalities putting together their own looks with our pieces. Their interpretations really inspire me”, says Anna Teurnell, Head of Design, & Other Stories.

Co-Labs & External Brands

Along with the launch & Other Stories also introduced their Co-Labs - temporary collaborations with creative friends. Working with a mix of both new and more established talents adds to the diversity and becomes a surprising element for the customers.

This spring’s Co-lab designers – The Lake and Stars, Clare Vivier, Abigail Lorick Im and Alyson Fox - represent different aesthetics and styles featured in small capsule collections.

& Other Stories’ beauty selection also includes hand-picked pieces from external brands. The Balm, Wash with Joe, This Works, Stop the Water While Using Me, W3ll People, Dr Bronner, Eyeko, Erborian and L: a Bruket are the beauty brands that will add to the diversity.

Moreover, a selected assortment of Nike sneakers is also included amongst the external brands available at the store and online. Iconic styles and decades of expertise make them a great complement when offering the total look and a much needed element in every woman’s wardrobe.

The Co-Lab collections and hand-picked selections of external brands are available both in stores.

H&M

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