Swedish retail group H&M is the mastermind behind favorite top brands including the street fashion chain H&M, modern and functional clothing brand COS, the treasure trove that is Monki and denim label Cheap Monday. Today they set the launch for their newest venture: & Other Stories.
This new brand has been anticipated for quite some time, having had its name confirmed back in April. & Other Stories will open stores in selected European countries and an online shop during Spring 2013. Unlike H&M’s more polished store COS, which offers womenswear, menswear and childrenswear, & Other Stories is to be a women-only affair.
H&M Group released a statement about the brand’s style:
“& Other Stories is about bringing everything she can wear into one place, focusing on the whole look. We believe shoes, bags, jewellery, lingerie and beauty are key for styling and just as important as clothing. 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.”
Although the group’s design studios in Paris and Stockholm will be responsible for creating the brand’s new collections, the price points will remain around the affordable level that H&M and COS are both known and loved for.
Stay tuned for further updates as the launch date of & Other Stories draws near.