H&M's new higher-priced, better-quality 'luxury' line & Other Stories is shaping up to look pretty cool--despite the somewhat confusing name.
Set to launch in Europe and the UK in spring, & Other Stories will be a womenswear-only line, featuring shoes, bags, beauty products and other accessories. And now thanks to this new teaser video posted on Vogue UK, you can get a glimpse at what to expect from the first collection.
The video shows a woman walking around Paris barefoot--until she receives a special delivery of & Other Stories shoes, which she quickly changes into. The video is made to look like a quick slideshow of polaroids streaming past the screen, which gives it a whimsical, indie-vibe that is pretty new for H&M. The shoes, from what we can tell in the short video, look really cute--and not in a super-trendy way. Which is exactly what the new brand was going for.
& Other Stories' website, tumblr and Facebook have also all launched, providing a closer look at some of the mood board images we already saw, as well as new photos. And while there's no word yet on when & Other Stories will launch stateside, the fact that the brand already has such an online presence bodes well for e-commerce. Cross your fingers.