By Sarah Redman
This is H & M’s brand spanking new ‘little sister’, as I would like to call it, and yesterday it opened it’s very first store in the UK, at London’s Regent Street.
& Other Stories seems to be a brand with a difference, taking inspiration from social media, street style and bloggers in particular. With this the fashion store has created a series of ‘stories’ – basically taking a look and creating a story through showing you which items pull it together. This channels ideas seen on many what-i’m-wearing style blogs and easily walks the customer through a quirky new way in which to put their outfit together via the shopping basket.
Personally i’m a fan. Already trying to fit their entire shoe range into my student budget – not going so well… anyone want to help me?!
You can view their new range on their website and lust after their quirky graphics!
This great article: High-concept outlet from H&M influenced by fashion bloggers from guardian.co.uk explains the concept in full.