According to The Telegraph, & Other Stories is set to launch in Spring 2013 with an ecommerce site and stores in selected European countries. Despite our misgivings about the name, the new brand’s concept actually sounds really cool. It’s to be a womenswear-only store, with a focus on accessories, jewelry and beauty.
“& Other Stories is about bringing everything she can wear into one place, focusing on the whole look,” said a statement released by H&M this morning. “We believe shoes, bags, jewelry, lingerie and beauty are key for styling and just as important as clothing.”
H&M has also released an image of a mood board (above), showing the inspiration behind the new brand–an eclectic mix of art, architecture and vintage photos, which is fitting since the statement suggested that & Other Stories’ offerings will be slightly more whimsical than H&M’s trendy fare or COS’ minimal aesthetic.
“Our collections are built around inspiring fashion stories,” the statement said. “All our lines are diverse, ranging from masculine tailoring to feminine chic and designed to provide endless styling choices. Carefully selected materials are an important ingredient in every piece. & Other Stories aims to design lasting wardrobe treasures within a wide price range.” On that note, while the prices will be slightly higher than H&M’s they’ll still be affordable.Obviously, we can’t wait to see what H&M will cook up for the new luxury brand. Are you excited?