You've heard the hype, and seen the teasers, but now we can exlcuisvely reveal H&M's brand new label & Other Stories here on Grazia Daily for the very first time!
Set to change the way we shop, by bringing personal style to the fore & Other Stories throws out the high street rule book. Ignoring fast fashion trends AOS’s collections are instead anchored around four perennial style tribes – or ‘stories’ - which evolve season to season. And while the cost is higher than H&M (think Zara/Reiss price points), the pieces will work from year to year.
Customers visiting the Regent Street store or online shopping site set to open on 8th March, won’t find ‘personal stylists’ or be spoon-fed hot new catwalk looks. Instead they’ll be encouraged to shop from the four different collections, and fine-tune their own signature wardrobe, just like the street stylers.
With two different ateliers – one in Paris and one in Stockholm – the AOS designers have come up with wardrobes for you and all your fashionable friends. A fan of femininity? Team a perfect Breton and a well-cut midi to nail that Left Bank Parisian look courtesy of the ‘Poetic & Dandy’ line. Into a more grown-up style with a sports luxe edge? Work a satin bomber and chic flippy skirt from the ‘Sophisticated & Architectural’ story. Or, if you’re all about Scandi style, you have two collections to choose from. ‘Minimalism and Contradiction’ offers up graphic chic –check out the hot printed suits- while ‘Industrial & Effortless’ is all about tough leathers and androgynous tailoring.
So click through the gallery below and decide which story works for you! And make sure you pick up Grazia's super douper BIG FASHION ISSUE on stands tomorrow to read more about And Other Stories and the rest of our hot-off-the-press fashion exclusives. Treat yourself!
Via: WORLD EXCLUSIVE: H&M's Brand New Label & Other Stories is Revealed!