FashionUnited reported back in April how H&M, the Swedish retailer group behind the high street chain of the same name, COS, Monki and Cheap Monday, were to launch a new luxury brand & Other Stories, well further details of the new venture have been unveiled.
It has been confirmed that the new chain of & Other Stories will launch in Spring 2013 and will do so with an e-commerce site as well as stores in selected European countries, and will cater for women only.
Unlike H&M and COS, which offers womenswear, menswear, childrenswear and homeware, & Other Stories will be a one-stop fashion brand for women, a statement from the group said: “Today, a woman with a love for fashion creates her own style. She wears things that feel right to her and reflect her personality.
“& 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.”
The new brand will feature ready-to-wear collections “built around inspiring fashion stories”, which will be designed by ateliers in Paris and Stockholm. It is thought that the new store will sit between H&M and COS as the statement added that the quality line will be at an “affordable price”.
No images of the collections have been released, which the brand describes as diverse – “ranging from masculine tailoring to feminine chic”, but H&M did unveil a mood board showing the inspiration for the new brand, featuring a mix of art, architecture and black and white photographs.
No confirmation has been given on what the stores will look like or which European country will host the first store, however there has been a number of rumours that H&M will follow the same template as it did with COS, which first launched in the UK in 2007 before heading to other countries including Germany, Belgium, the Netherlands, and then Sweden last year.