H&M launches luxury women’s wear brand ”& Other Stories”, next Spring

Swedish fast fashion company H&M will launch its highly-anticipated luxury label, & Other Stories, in Spring 2013, with an ecommerce site and stores in selected European countries. Unlike its sister brand, Cos, the new line & Other Stories will be a purely womenswear offering. Collections will be jointly created by creative ateliers based in both Paris and Stockholm, who will work together to design “diversified fashion collections with great attention to detail and quality at an affordable price”. Each seasonal offering will be based upon “inspiring fashion stories”. The label will offer shoes, bags, accessories and beauty products, as well as ready-to-wear.

“Today, a woman with a love for fashion creates her own style,” read a statement from the brand this morning. “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 line & Other Stories is thought to be more expensive than its existing Cos label.

& Other Stories luxury brand of H&M