Back in April, CEO Karl-Johan Persson announced that H&M would introduce a new Store concept in Europe. With details being kept under wraps, the Swedish newspaper DAGENS NYHETER, began investigating and discovered that new chain would be called „& Other Stories“.
Later H&M’s Camilla Emilsson-Falk stated that the new branch of H&M would feature luxury fashion for affordable prices. H&M is not new to the luxury market: apart from yearly collaborations with luxury designers; H&M introduced their Exclusive Conscious Collection earlier this year (images below). The concept was a huge success and attracted Hollywood Stars as Michelle Williams, Amanda Seyfried and Ginnifer Goodwin.
According to several sources, „& Other Stories“ will feature not only high fashion but also shoes, bags, accessories, beauty products & home wear. According to a press release H&M describes its „& Other Stories“ women as “A Woman who loves fashion and creates her own style. She wears clothing that feels “right” and reflects her personality. At „& Other Stories“ … women are able to find and shape their complete look. We believe that shoes, bags, accessories, and make-up are an essential part in fashion and have the same importance as clothing.”