Can you name all the brands in the H&M Group besides (of course) H&M and COS? There are some other cool brands there, but they are not so popular outside of Scandinavia. I’m talking about Monki, Cheap Monday, Weekday and (yes) & Other Stories.
& Other Stories, the new(est) brand from the Swedish H&M Group that I have been waiting for so long, is opening its first shop tomorrow in Regent Street, London. Up to 7 stores will open during March in other cities such as Milan (yahoo!), Barcelona, Stockholm, Berlin, Paris and Copenhagen.
Apparently the e-shop will launch tomorrow as well and some voices say it won’t be yet another shop, it will be a whole fashion universe. Can’t wait to see it myself!
& Other Stories is going to change the way we picture high-street fashion right now. Instead of copy-pasting runway looks and translating them into cheap and slightly modified versions, the new brand is going to create its own style, its own story! It will develop a concept of premium high-street fashion that we are not (yet) so used to.
H&M Group initially conceived & Other Stories as a cosmetic brand. But when they gave the project to Samuel Fernström –current Head of & Other Stories– it evolved into something much bigger. ‘I felt frustrated that we weren’t doing something about the whole look. I felt that we should dare to encompass the whole idea of personal styling‘, Fernström declared.
Following the patterns of Scandinavian Contemporary fashion with a touch of urban edge, & Other Stories will be “a cooler younger sister to the successful COS brand with similar prices”, according to The Telegraph.
& Other Stories has promised to deliver pieces that will suit all ages: from clothing to shoes and accessories, to skincare and cosmetics.
Talking about shoes and cosmetics, they will both be made in Italy, while the rest of the production will be concentrated in Scandinavia and Asia. I have just found out that & Other Stories recruited the Make-up artist Lisa Butler (who has done runway beauty for Lanvin or Prada) and famous perfumer Ben Gorham. Apparently, the skincare and cosmetics will follow the colours and themes of every collection. Here’s an official picture of the premiere of & Other Stories cosmetics at Colette during Paris Fashion Week.
(Oh come on, look at all those cute colours there in those beautiful recycled bottles! And those names? Paisley Sky and Linsey Salmon? Aw!! What’s your favourite one?)
Some weird things happened today while I was looking for & Other Stories’ pictures. First of all, I realized for the first time that the H&M Group actually got to buy the domain www.stories.com. Seriously, how much did that domain cost? And who had it first? Isn’t it like attempting to buy the domain www.cats.com? Just saying.
Secondly, I recognized the location of a picture that & Other Stories shot for its Spring campaign. If you look at the picture below, I can tell you that the wall belongs to the Cathedral at my hometown, Las Palmas de Gran Canaria. And on the left there is a building in the background –a little bit blurry and almost white-. Well, that’s where I celebrated my wedding! And yes, even though the theme of the shooting was Paris, the whole thing was shot in Gran Canaria. I don’t remember seeing any palm trees in Paris…