Friday, 23 November 2012


After a lot of speculation that H&M would launch a new brand in their portfolio next to COS, we have some new information. H&M finally announced the strategy of their new brand & Other Stories and we have the first mood video here!

& Other Stories will open several European stores to sell their Women collections of shoes, bags, accessories, beauty and clothing. H&M has set its goals on making the quality higher than normal H&M lines but still keeping it affordable. It is still unknown what the brand will entail compared to COS but it is clear that it will also be available online.

Curious? We are! View the first preview of the collection below - does this give you an artsy Paris-like feeling as well?