H&M to launch luxury label

Swedish fast fashion giant H&M’s highly anticipated luxury label, & Other Stories, will make its European debut in spring 2013.

The label will feature women’s wear only, with shoes, accessories and beauty products available alongside ready-to-wear.

Each season will be based on “inspiring fashion stories” – jointly created by designers based in Paris and Stockholm.

They will work together to design “diversified fashion collections with great attention to detail and quality at an affordable price”.

The brand said: “Today, a woman with a love for fashion creates her own style. 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.”

The brand’s aesthetic will be more whimsical than the trend-focused attire in H&M and minimalistic style of Cos.

“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.”

No price point has been announced yet, but the aim is that & Other Stories will be slightly more expensive than H&M, yet still affordable.

H&M’s higher-end sister brand, Cos, launched in 2007. Cos stores have opened across Europe, but have yet to reach the United States.

Khaleda Rahman