Although H&M's new shop concept is expected to launch during spring next year, I am wound up to a high pitch by now. As far is I know, it will be called "& Other Stories" and it will be the fourth label besides COS, Monki and Cheap Monday that belongs to the Swedish retail group. Unlike H&M's more polished sister store COS, which offers womenswear, menswear and childrenswear, "& Other Stories" is set to be a women-only affair. So, sorry guys but this time you have to stay out. Unfortunalety, H&M is quite mysterious about what the new brand exactly defines: "& Other Stories is about to bring everything she can wear into one place, focusing on the whole look" a statement released by the group announced. "We believe shoes, bags, jewellery, lingerie and beauty are essential for styling and just as important as clothing."
The only thing we know for certain: The prices will remain as affordable as usual although H&M's design studios in Paris and Stockholm will collaborate. For the rest, H&M answers rater vague what we can expect from "& Other Stories": "Our collections are built around inspiring fashion stories", continues the brand's statement, suggesting that an eclectic offering of accessories and pieces are on the cards. "All our lines are diverse, ranging from masculine tailoring to feminine chic and designed to provide endless styling choices." So, are you as curious about "& Other Stories" as I am? If you want to be up to date, I recommend H&M's social media channels on twitter, facebook, tumblr and youtube.