At midnight last night, H&M's newest concept, & Other Stories, went live online. The collection pooled together designers from London and Stockholm to build a diverse assortment of product - from cosmetics to accessories and ready-to-wear, which intentionally does not focus itself on a few key items or trends. The brand is a celebration of bloggers and street style - of eclectic and personal style.
Pulling inspiration from street-style and bloggers is industry standard best-practise, as such it may be difficult for & Other Stories to differentiate its product assortment. The in-store feeling may be where the focus on today's icons of style will be most significant - creating a multifaceted shopping experience found in many of the world's best boutiques.
H&M continues to look for ways to leverage its buying and production power, testing new concepts. Peek through & Other Stories website here.