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.uk
I'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
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