It's already this spring that H&M's new more luxurious line, & Other Stories, will open its doors to London, Barcelona,Berlin, Copenhagen, Milan, Paris and Stockholm, while its online boutique - stories.com - will be available in Belgium, Denmark, Finland, France, Germany, Italy, The Netherlands, Spain, Sweden and the UK.
"All of us at & Other Stories are thrilled to open our first stores in some of the major European cities and we are looking forward to offering our collections to an even broader audience through stories.com," said head of & Other Stories Samuel Fernström.
The new brand will offer women's shoes, bags, accessories, beauty products and ready-to-wear. Collections will be "diverse, ranging from masculine tailoring to feminine chic", and aimed to be "lasting wardrobe treasures within a wide price range", a statement from the firm read. The line will be created by ateliers in Paris and Stockholm, with high quality at affordable prices as a focus.by vogue.co.ukI'm personally expecting something very clean and minimal very Swedish more on the way of COS. So let's wait until spring to see how the line evolves