H&M's new brand called &Other Stories opened the doors of his first store at Regent Street in London and at the same time launched their online shop stories.com. New store openings are expected also in Milan, Paris, Stockholm, Berlin and Barcelona. The luxurious new brand believes that by creating her own personal style a woman builds her own story. Their clean minimalistic style remind me a lot of COS, Acne and Phillip Lim. The brand will focus on women's fashion and beauty offering clothing, shoes, bags, accessories, lingerie and beauty products and will not include menswear or childrenswear. They will center aroung statement pieces that are worth the investment and women will wear during the next seasons as well.
photos via vogue.co.uk and stories.com