& Other Stories atelier will be the more luxe version of H&M.
Photo: Courtesy of H&M
First of all, can we let out a collective petulant foot stomp, pout, and arm-cross for the fact that H&M is holding back online sales for the United States? We were so excited when we heard that we would be able to shop without leaving our beds/houses/desks (not that we EVER shop at work) this fall, just in time for the retailer's collaboration with Maison Martin Margiela, but we've learned that, alas, our dreams of lazy consumerism have been dashed, and online retail won't be available until next year. Before we run off to get in line for the MMM collab (months early, if that's what it takes *straps on fashion sleeping bag and backpack*), we do have some good news, though. The European retailer has announced the launch of another brand, this time with a higher price point and more luxe spin than it's sister stores H&M and COS, and this time, for women only. The brand, called & Other Stories, is designed for a woman who cares deeply about fashion, and wants to meticulously create her entire look.
The idea behind the store is that it will be a place for fashionable women to shop for all aspects of their looks--from beauty to shoes to accessories, and, of course, clothes--at a wide range of prices. It will be like a department store, we think. It's unclear as of yet whether the brand will be launching in the United States. In a press release, H&M simply stated that the brand would be available "online and in selected European countries." Maybe US e-commerce = & Other Stories for us? We don't know for sure, so don't go booking your flight to Europe yet, and keep your fingers crossed, because this is one new shop we're eager to check out!
What do you think of H&M's new brand, & Other Stories?