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.

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