& Other Stories


Moodboard released by H&M

H&M & Other Stories

H&M is launching a new luxury line, called '& Other Stories'!

The collections will be created in ateliers in Stockholm and Paris.  It will be a purely womenswear line, featuring shoes, bags, accessories as well as beauty products.

‚Our collections are built around inspiring fashion stories’ says a statement released by the group.  The lines will be diverse to provide a wide range of styling choices. &Other Stories’ intention is to enable women to create their personal style and like the brand’s name says: to tell their own stories. Further on the brand is aiming to design „lasting wardrobe treasures“ continues the statement.

The line will be available in stores and online in spring 2013 in selected European countries.

Concerning the fact that H&M still has a great problem regarding sustainability and their efforts to deal with it in the past seemed quite like greenwashing, we can only hope that they will make a change here with their new line.

This is a short clip about the story of the "Ocean Print", a pattern the brand has created for their first collection.

The second clip is documenting a day in the life of a parisian woman and is giving us glimpses of their upcoming collection.

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