The global high street chain H&M open a new high-end label, & Other Stories with an online shop and London store.
H&M went up market this week as a more high-end, grownup version of itself launched. & Other Stories is the latest label to come from the global fashion brand, which this week opened on London’s Regent Street and online.
The Regent Street store is one of seven European openings from Berlin to Barcelona, moving the brand’s global expansion on at a rapid pace.
The brand’s signature style is simple – clean lines, wearable silhouettes and block colour. Think fuss-free, chic and a little like COS, at a more affordable price point.
There is plenty on offer both in store and online, from leather accessories to shoes, denim to day dresses.
H&M said of the launch, “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.”
The & Other Stories accessories line is strong, with Marni-esque wooden wedges, sculpted heel courts and a wealth of off-duty flats on offer. We love the navy leather Oxfords with transparent side paneling – part of an exclusive collection by the store and designer Abigail Lorick.
Clothing wise, the Ready-to-Wear department stocks a range of wardrobe must-haves. Included is the well-tailored Structured Jacket which looks more designer than high street at just £79, and some great knitted separates from cable jumpers to fine knit tees.
Also relatively unheard of on the high street, & Other Stories stock beauty, with a selection of well-chosen brands from This Works to Lia Bruket, again all at slightly higher but still pocket-friendly price points.
The & Other Stories Regent Street shop and online store is now open.
& Other Stories, 256-258 Regent Street, London W1B 3AF