H&M's New Fashion Brand '& Other Stories' Will Launch In Spring 2013

27 September 2012 by

Grazia Daily reported back in April how H&M are to launch a new luxury brand called '& Other Stories'. Now 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 COS-like collection will feature a wide range of ready-to-wear pieces designed by H&M's creative ateliers in Paris and Stockholm. Key to the brand's ethos is the idea that accessories and beauty are just as important to styling as the clothes, so we're told that '& Other Stories' will bring everything together to make shopping simple.
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.'

We love the mood board above and can't wait to see what must-have designs the team behind '& Other Stories' have up their minimal Skandi sleeves.


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Liuming Bu (Sat Sep 29 10:24:26 BST 2012): This is a wonderful day, here is my greatest pleasure! http://www.mulberry-ukstore.co.uk/
Lydie Bocquillon (Tue Feb 26 18:02:44 GMT 2013): cannot wait, will it be in all the H&M stores?