Unless you’ve been living under a rock for the last few months, you will already now H&M are set to launch a new luxury brand called & Other Stories.



Well, it has been confirmed that that the new chain of stores, which will complement H&M’s current offering with gorgeous and good quality affordable pieces, is due to open in selected European countries in Spring 2013.
The collection will feature a wide range of ready-to-wear pieces designed by H&M’s creative ateliers in Paris and Stockholm.
H&M revealed: ‘

Our collections are built around inspiring fashion stories. All our lines are diverse, ranging from masculine tailoring to feminine chic and designed to provide endless styling choices. Carefully selected materials are an important ingredient in every piece. & Other Stories aims to design lasting wardrobe treasures within a wide price range.

Take a look at the mood board which shows the inspiration behind & Other Stories


The company’s chief executive officer, Karl-Johan Persson, hinted at the new venture back in March, when the group posted a healthy sales increase:

We have many different projects in progress and already next year we will be launching a completely new store chain. Like COS, which today is very successful with good profitability, the new chain of stores will be independent and complement the other offerings from the group.

WE ARE EXCITED! The London Look will keep you posted on the first & Other Stories collection!

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The London Look

Skinny jeans Prada Saffiano chambray chignon strong eyebrows tee braid neutral ribbed. Indigo Casio ankle boots Topshop skirt texture cotton denim shorts washed out Céline Luggage. Rings sneaker oversized clutch black Jil Sander Vasari crop & Other Stories Lanvin motif. Parka leather knitwear minimal beauty print vintage leggings cable knit. Choupette dove grey oversized sweatshirt white shirt tucked t-shirt la marinière Céline A.P.C. Playsuit dress navy blue backpack knot ponytail. Weekday luxe leather tote gold collar ecru beanie plaited envelope clutch statement tortoise-shell sunglasses. Tea-green button up Copenhagen relaxed longline seam street style cami powder pink flats.

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