After several months of anticipation, last Friday H&M launched their new high-end label, '& Other Stories' in the Regent Street Store, London.
& Other Stories are a fashion brand who offer women a wide range of shoes, bags, accessories and beauty products in order to create their personal style, or story. They pride themselves on paying great attention to detail and quality, whilst offering an affordable price.
Here are some images below exposing the interior of the store, showcasing the new collection:
The debut collection features simple lines and clean timeless silhouettes as well as showcasing accessories, jewellery and ready-to-wear garments in addition to dedicated shoe and beauty departments displayed across the two-floor space.
"Our diverseness comes from building collections around different fashion stories,"
& Other Stories Head of Design, Anna Teurnell.
I love this new collection and think it suits H&M's aesthetic to a T, I especially admire the black and white ocean print tailored suit as I am a sucker for anything which contains a monochrome palette. Check out the inspiring video posted at the bottom of the page under the images to see the inspiration behind the ocean print theme.
Below, features some images from the look book of the new collection:
Ocean Print Inspiration:
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