H&M decided to go up a notch and start with other stories. The odd name of the brand is at the very first line of some surprises from the same kind. "& other stories" is the more expensive, and more sophisticated version of H&M. It just debuted in London; from the experience on the website, I can honestly say it's promising. The difference they pushed the boundaries,it's like minimalism heaven in there, everybody is going back to the 90's and everybody is looking at minimalism in a new perspective, & other stories are introducing minimalism with a fresh eye. the price ranges for dresses would be from 40 euros to 120 euros. An interesting fact that the apparel line is named "Ready to wear" so are they thinking nest step couture? maybe that will let Helen Hunt shop for all the award shows from there *eye roll*.
The idea itself is very economical; eat an extra share in the market before somebody else eats it. H&M supposedly is looking to take a place in the ladies wardrobe stables, if fashionistas are going invest in the classic timeless pieces; then why not that money goes in our pockets as well. So what do we expect from "& Other Stories"? This teaser pretty much says it all about the brand.We expect chic sophisticated style, minimalism at it's best -at least in that price range anyway-, Luxury in the form of H&M isn't high end, however it still looks expensive. A tip, you can get free samples of the brand's beauty line from the website. One thing that might catch your attention, is that "& other stories" is a ladies only brand, I would love to see this kind of designs for men anytime soon. Some criticized the idea of launching the brand in London and not in NewYork, they were wondering if the US is not good enough for H&M new depute; however I think that the company is a European company, it wouldn't make since if forever 21 launched a new brand in Berlin for example cause it's American. There is no news about any expanding in the middle-east, I say we give them sometime to test the concept. Now that we are all happy about this new venture, here is how we can stalk the brand:
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