Headlines

& Other Stories Opens in London

New H&M brand has complete collections

Published

11 years ago

March 12, 2013

VMSD Staff

H&M Hennes and Mauritz AB (Stockholm), the Swedish pioneer of disposable fashion, has opened a London store for its new brand, & Other Stories.

The two-level, 10,700-square-foot store on Regent Street, just off the Oxford Street intersection, opened last Friday.

“& Other Stories is about bringing everything a woman can wear into one place,” explained creative director Samuel Fernstrom. “About focusing on the whole look. We believe shoes, bags, accessories, jewelery, lingerie and beauty are key for styling, and just as important as clothing.”

“We felt women shop differently today compared to how they used to,” said Behnaz Aram, head of design. “They mix and match, and buy high and low. They don't want to pay too much for a hairclip, but they're okay with paying more for things that will stay in their wardrobe. We felt that customers want to be creative today – and that was the idea with the different directions.”

The brand launched its Internet shopping site on the same day.

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