By now it’s tradition for H&M to pair with some luxury label, and the next few years will arguably be no different. HOWEVER, H&M will be launching its own luxury line, called & Other Stories, that’s expected to launch in spring of 2013.
& Other Stories will only offer women’s clothing — unlike Cos, its sister band — and will be helmed by creative types in Paris and Stockholm who will work to design “diversified fashion collections with great attention to detail and quality at an affordable price.” Every season, the clothes will tell a certain “fashion story,” and will offer bags, accessories, beauty products, shoes and “ready to wear” (read: clothes).
But if you want more details, never fear — a statement was released this morning. (And if it doesn’t peak your interest at least a little bit, then we all need to have a conversation.)
“Today, a woman with a love for fashion creates her own style,” it said. “She wears things that feel right to her and reflect her personality. & Other Stories is about bringing everything she can wear into one place, focusing on the whole look. We believe shoes, bags, jewellery, lingerie and beauty are key for styling and just as important as clothing.”
You can say that again! Here’s to & Other Stories making up parts of our wardrobe next spring.