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H&M Launches High End Clothing Line In Europe

H&M Launches High End Clothing Line In Europe

& Other Stories recently opened its online shop and London store, which will feature creative collaborations with other brands.

Emma Hutchings

H&M has launched its new high-end collection ‘& Other Stories‘ last week as a separate retail concept both online and at its first store in London. It offers bags, accessories, ready-to-wear, shoes, and beauty products designed by creative ateliers in Paris and Stockholm.

& Other Stories boasts a great attention to detail and quality at an affordable price. The online store will deliver to Belgium, Denmark, Finland, France, Germany, Italy, The Netherlands, Spain, Sweden and the UK.

H&M Launches High End Clothing Line In Europe

Racked reports that the brand will focus collections around four main shopping “tribes”: “Minimalism & Contradiction,” “Industrial & Effortless,” “Sophisticated & Architectural,” and “Poetic & Dandy.” & Other Stories will feature temporary collaborations with creative friends, called ‘Co-Labs’, to complement the original fashion from the brand. This will include a mix of both new and more established talents, adding to the diversity and providing a surprise element for the customers.

This spring’s Co-lab designers are The Lake and Stars, Clare Vivier, Abigail Lorick Im and Alyson Fox. & Other Stories’ beauty selection includes hand-picked pieces from external brands including The Balm, Wash With Joe, This Works, Stop the Water While Using Me, Eyeko, and Erborian. There will also be a selected assortment of Nike sneakers amongst the external brands available at the store and online.

Check out the video below for more information.

& Other Stories

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