New H&M brand ‘& Other Stories’ begins to take shape

By

Anaïs Lerévérend

Published
Nov 22, 2012

H&M announced the creation of a new women’s wear brand this spring but has given no hints since - until now. Not only do we now know the name, but we now know that we can expect the first collection from ‘& Other Stories’ in the Spring.

H&M has also let slip a little teaser of what we can expect. It will be a women’s wear offering with a focus on accessories including beauty. Positioned as accessible, we are expecting similar prices to COS, the brand launched by the Swedish group in 2007.

& Other Stories is looking to differ from the fast fashion culture of H&M by offering more durable pieces that can transcend seasons. The designs studios for the brand will be in both Paris and Stockholm.

It seems as though Paris is being targeted for one of the brands first stores with the trailers having been shot in the city. For the launch on COS in 2007, H&M chose London.