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- Learning about the brand as a whole helped me to fully understand the brand's identity allowing me to translate this visually in my localised pop up design. As well as using traditional OS elements I updated the logo, packaging and interiors to fit my high street consumer.

- As an ethically motivated brand it was important to promote this and convey the core message of creating your own story through your mix and match wardrobe in my omnichannel branding.

I found this research through a variety of sources including YouTube videos, Podcasts, documentaries, articles, books and their company and parent website.

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They have a total collective if 72 stores with more opening each year. Hugh expansion rate. OS opt for interesting locations where the shop is styled around each individual building and it's quirks. They do not conform to traditional concepts and often pick  quirky locations. However they do have a number of stores in main cities such as London, Manchester, Moscow, Rome and Paris to name a few.

Store locator on website

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Other than that, our stores function almost like pop-up shops. Most of the furniture is on wheels and is easy to assemble. This means we could theoretically move into any space; it doesn’t matter if it’s old, new, large or small.

you opt for pieces that are inexpensive yet long-lasting. And you work with a lot of standard-size elements. There’s a slight utilitarian feel, but everything is picked by someone who has a great eye, even for those standard pieces.

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After leading a tour through the Stockholm atelier of & Other Stories, Sara Hildén Bengtsson, creative director of the new fashion brand, explains the company's holistic approach to store design.

All of the interior design for & Other Stories stores is done in-house. What's the concept behind the spaces?
Sara Hildén Bengtsson: It's all about the location. We want to preserve the beauty of an existing space. That's what we did with atelier here in Stockholm, and you can see how we treat original elements in each of our store designs. In the Stockholm store, we found intricate old flooring and a stunning ceiling that had been covered over. Every space has its own personality.
Other than that, our stores function almost like pop-up shops. Most of the furniture is on wheels and is easy to assemble. This means we could theoretically move into any space; it doesn't matter if it's old, new, large or small. The industrial London store looks very different to the Antwerp one, which is more like an old house. It's important that the concept can work anywhere.

So the furniture is also designed in-house?
Yes, and it's often inspired by what we see around us. We might pick out certain details from a vintage cabinet we like, and then create something new that has the same aesthetic appeal.

If you had to describe & Other Stories' interior look to someone who'd never seen it before, what would you say defines the aesthetic?
That's a very good question. I always come back to the idea of the atelier, and how when you create one yourself, you opt for pieces that are inexpensive yet long-lasting. And you work with a lot of standard-size elements. There's a slight utilitarian feel, but everything is picked by someone who has a great eye, even for those standard pieces.

Brands like A ēsop and Camper often collaborate with well-known or up-and-coming designers for their store designs. Is that something you'd also consider?
Definitely. The people who work in-house here have been handpicked, and many have worked with big-name designers, so they are very skilled. We've also done small collaborations with creatives, working with the likes of Sarah Illenberger for a paper installation in our Berlin store. I could definitely see us continuing and extending these kinds of collaborations in the future.

Having trained at RCA, you must be used to interdisciplinary collaborations?
It's almost like & Other Stories is a re-creation of RCA. While studying, I found it amazing to be able to work in all the different studios and share everything. We try to work a bit like that here. My husband is also a furniture designer - we met at RCA - so for me, switching between dimensions is part of my world. Even though we have teams working across different areas - beauty, fashion, interiors - we all share what we do. Each area influences another, and I hope that comes across.

Tell us a bit about the upcoming Amsterdam store.
It's a fantastic building and we've found a few hidden gems to work with, like wooden panels. We had to make sure the builders didn't throw away anything that we might want to keep. I think they thought we were a bit crazy! Is that an old ladder? Stop! Leave it where it is!
We're also working on stores in Munich, Cologne and Malaga. Everyone asks: Why Malaga? It's because we found a great space there. And if we find a really good location, we go for it.

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After leading a tour through the Stockholm atelier of & Other Stories, Sara Hildén Bengtsson, creative director of the new fashion brand, explains the company's holistic approach to store design. All of the interior design for & Other Stories stores is done in-house. What's the concept behind the spaces?

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"In each atelier, [we are] designing for the women of our city that we identify with," says Caity Knox, head designer of the L.A. outpost. The tag of each product states which city it was designed in, and their aesthetics differ in obvious ways. Paris' atelier is delicate, adorned in rhinestones and hearts and ruffles. Stockholm sticks to the Scandinavian predilection for architectural shapes, and the Los Angeles girl is, as Knox described it, "out on the town one night, the next she’s in her bikini on the beach or in sweats walking her dog." They even tag their Instagram posts with the atelier the look is associated with.

"The & Other Stories customer globally can walk into the store and build, from the three ateliers, her own personal style," Knox says. At Stories, you can simultaneously be the Parisian it-girl, dress in that laid back cool associated with Southern California, or test the waters of a structured Scandinavian top.

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How H&M’s Lesser-Known Brand, & Other Stories, Got to Be So Good

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One brand, three cities, and an impressive roster of designer and celebrity collaborations.

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OS launched their first in store vending machine in Paris to comply with and aid social distancing measures. It stocks four of their best sellers in their bath and body range and the price ranges from 5 to 30 euros

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Please click here if you are not redirected within a few seconds.

Robyn Turk
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& Other Stories is discovering new ways to connect with consumers in a retail landscape that has been changed to accommodate social distancing measures. The H&M Group-owned brand has launched a new retail experience in Galeries Lafayette: a vending machine.

The vending machine will offer four of the brand's best-loved fragrances from its bath and body range: Perle de Coco, Punk Bouquet, Sicilian Sunrise and Arabesque Wood, across hand soap, hand cream, roll-on perfume and eau de toilette. Prices range from 5 to 30 euros.

"We felt very inspired by the idea of creating our own vending machine experience, turning it into a mini version of our stores," Ebba Kettner, head of brand design for & Other Stories, explained in a press release. "It has special features conveying several layers of our world. We hope that it will make people curious and inspire them to explore our stories."

The vending machine concept was developed by The Laboratory, the H&M Group's partner for exploring new technologies and opportunities to enhance its customer experience.

Anna Tillberg Pantzar, head of The Laboratory, said that this first vending machine in Paris will serve as a pilot, and that the company will "test small and scale smart once having learnings."

Image: H&M Group

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& Other Stories debuts vending machine to sell cosmetics

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Please click here if you are not redirected within a few seconds. Robyn Turk | & Other Stories is discovering new ways to connect with consumers in a retail landscape that has been changed to accommodate social distancing measures. The H&M Group-owned brand has launched a new retail experience in Galeries Lafayette: a vending machine.

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This year alone OS hope to open new stores in Moscow, Russia and Edinburgh.

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& Other Stories has launched a limited-edition collection of ten ready-to-wear pieces that have been crafted from sustainably sourced materials such as Lyocell and organic cotton, alongside a collection of vegan leather shoes.

The collection features seven dresses, a co-ord set and a standout take on tailoring in the form of a blazer dress that are made from raw silk, organic cotton and Tencel Lyocell, a fibre made from sustainable wood pulp in a closed-loop system.

The playful and romantic pieces feature voluminous, sculptural and waist-hugging silhouettes, with elaborate details such as a hand-embroidered collar, gathered pleats, exaggerated sleeves, dropped shoulders, ruffles and silk-covered buttons.

Highlights include a sheer Lyocell blend maxi dress in a soft yellow floral print featuring a drawstring waistline and ruffle detailing, a bustier balloon mini dress with an intricate couture-inspired boning structure of the bodice made in organic cotton, and an oversized sculptural blazer mini dress with an hourglass inspired silhouette in a blue rose print.

"This collection is an ode to spring and summer and the unique feeling when everything in nature wakes up around you," explains Marie Nilsson, designer at & Other Stories in a statement. "By playing with volumes, we created dramatic but yet serene silhouettes."

The ready-to-wear collection sits alongside the retailer's newly released vegan shoe collection featuring a strappy sandal, with a squared-toe, buckled ankle strap and a '90s heel made of Vegea, an innovative vegan material partly made from the by-products of winemaking where discarded grape skins, stalks and seeds are turned into an alternative to leather.

Prices range from 85 pounds for a dropped waist silk top or relaxed silk shorts to 225 pounds for the balloon mini dress. The strappy sandals retail for 75 pounds and come in beige or black.

To launch the capsule collection, & Other Stories launched a short film starring DJ Mia Moretti to bring the collection to life.

Images: courtesy of & Other Stories

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& Other Stories launches sustainable collection

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Other Stories has launched a limited-edition collection of ten ready-to-wear pieces that have been crafted from sustainably sourced materials such as Lyocell and organic cotton, alongside a collection of vegan leather shoes.

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Women aged 20-35 with a higher disposable income abc2 potentially. On trend and follows a lot of fashion blogs. Looking to create a unique style with timeless, good quality pieces.

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For International Women's day OS asked 9 photographers to produce a self portrait reflecting on what it means to capture ones authentic self and reflecting on self expression and their stories.

Each portrait from the photographers is available as a limited edition poster for £23 and all profits go to  CARE a poverty fighting charity for women and girls.

Customers can also use #herimageherstory on Instagram and for each tagged post during march OS donated a £1 to the charity.

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Each year we invite a few selected designers to co-create collections with us. These design collaborations complement our own collection and connect our customers with designers from around the world. Among our co-labs are Rodarte, Ada Kokosar, Sadie Williams, Faux real, Claire Vivier, Vika Gazinskaya, Rachel Antonoff, Lykke Li and Zana Bayne. - stories.com

Each collabaration has organic roots often coming about through mutual connections within the brand.

The set up is always ' Blank & Other Stories'
Each collaboration has a purpose or ethical/moral driven background. Previous collaborations have included female creatives such as painters, sustainability champions, political activists, designs based on women in masculine lead roles etc...

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In May of 2019, & Other Stories partnered with Mia Larsson to make a sell out sustainable jewellery collection made out of disregarded oyster shells.

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That’s kind of the heart of the whole story [and] the idea of the atelier needed to be reflected within the store. If you go into & Other Stories, it should feel almost like a pop-up shop. It has that creative vibe to it, you have that feeling of, ‘I’ve just been to a creative space’…. The online shop obviously needed to reflect that, so it’s almost like a digital mood board that you go to for inspiration.”

In store, a pop-up feel is created with concrete floors, exposed lighting and clothes displayed on moveable racks and shelving units. “We have got good feedback from people saying that they felt when they went into the store, you could see there was a lot of love put into everything that was done,” says Hildén-Bengtsson.

The brand’s stripped back website features some lovely imagery and its Instagram feed offers a behind-the-scenes look at the atelier as well as close-ups of store displays and product shots. It also regrams customers’ posts, creating a feed with a personal, intimate feel. It produces bespoke content for different platforms but the same aesthetic and tone of voice runs throughout all of & Other Stories’ communications.

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Where women curate their own personal style

& Other Stories headquarters in Stockholm are surprisingly low-key. Located on a quiet street in a residential part of the city, it's a far cry from the vision of ultra-hip Swedish cool that H&M and its other brands seek to project on the world. Unlike Zara's portfolio of fashion brands that target different ages and attitudes, H&M's portfolio is more a collection of different lifestyle concepts. More interesting, and distinctive.

& Other Stories was an instant hit when it was launched by H&M in 2013. It started out with seven stores - in Barcelona, Berlin, Copenhagen, London, Milan, Paris and Stockholm - and now has over 50 stores in 13 countries.

The brand concept emerged from an internal H&M plan to launch a premium beauty brand. Sara Hildén-Bengtsson, together with colleagues Samuel Fernström, Karin Nordström and Helena Carlberg, pitched an alternative idea to create a beauty, fashion and accessories brand with a creative feel - an atelier that would allow women to curate their own personal style. Prices would sit somewhere between H&M and Cos's and collections include staple items such as striped t-shirts and silk blouses alongside patterned dresses and trainers from Nike and Adidas.

"Everyone was talking about personal style and street style photography - this is 2010, so Instagram didn't even exist back then," says Hildén-Bengtsson. "We went back to our decision makers and said 'we think we should do something about personal style'."

The business was hesitant at first. "They said, 'It looks exactly the same as H&M - you say you're going to do beauty and shoes and ready to wear and accessories' and we said 'we know, but it will be founded in 2013 so believe us, it's going to be different'. They said, 'OK, let's do it' and that's how it all got started," she continues.

"Then we were only five people working with the project and I must say, I think the H&M group was really brave to start new brands and do new developments like this. They dare to do new things. Of course, they have the muscles as well, but I think they're very exciting in that way."

Hildén-Bengtsson studied graphic design and advertising at Sweden's Forsbergs Skola and communications at the Royal College of Art. She joined the H&M group's special projects team in 2007 after working at Neville Brody Associates and on creative projects for Kenzo and Liberty.

As creative director of the new concept, she worked with a small team to establish the brand's tone of voice and its visual identity. From the outset, it has always felt more like a boutique label than a global brand owned by one of the world's biggest retailers. Indeed its creative team operates independently from the H&M group, there is no clue of parentage in the store, and everything from photoshoots to clothing and creative campaigns are conceived in-house. The team occasionally collaborates with external agencies (it worked with Made Thought to create packaging) but oversees all of the brand's creative output.

"We all talked about the fact that we are happiest when we are in the studio working and that is where everything gets done - from the collections to the packaging for the beauty, all the art direction, photo shoots, everything is happening with the studio and everything is fitting together," says Hildén-Bengtsson.

"It's almost like going back to the Royal College in a way with all of the different fields working together ... there's a lot of different disciplines and they all need to work together to make the brand as coherent as possible, and I think that's the beauty of it. That's kind of the heart of the whole story [and] the idea of the atelier needed to be reflected within the store. If you go into & Other Stories, it should feel almost like a pop-up shop. It has that creative vibe to it, you have that feeling of, 'I've just been to a creative space'.... The online shop obviously needed to reflect that, so it's almost like a digital mood board that you go to for inspiration."

& Other Stories launches a handful of new collections each season. Each collection or 'story' is inspired by a different city and showcased in films and photo stories on its website and social channels. The brand regularly launches 'co-labs' with creatives and retailers - it has created capsule collections with Rodarte and singer Lykke Li as well as shoe brand Toms and Central Saint Martins graduate Sadie Williams. The choice of collaborators is diverse and often surprising.

"We did a collaboration with Sadie Williams when she was almost straight out of Central Saint Martins - we just thought her degree show was fantastic - so it has been collaborations at all kinds of levels," says Hildén-Bengtsson.

The brand also aims to continually surprise audiences with its advertising and celebrate individuals with their own distinct style. The lack of diversity remains a major issue in fashion but & Other Stories has been more inclusive than most when it comes to campaigns: for AW15 it launched a campaign starring trans models Hari Nef and Valentijn de Hingh and shot by trans photographer Amos Mac. The following year, it launched a Valentine's Day campaign featuring a same sex couple and in 2014, teamed up with nonagenarian style icon Iris Apfel.

The brand's films range from stop-motion shorts to a humorous tale directed by Wendy McColm and starring French model Jeanne Damas. The film pokes fun at the way women are often represented in fashion films with Damas presented as a self-indulgent bohemian. It also teamed up with Lena Dunham to create a short promoting a co-lab by designer Rachel Antonoff.

& Other Stories' success is based not just on its clothes and unexpected collaborations but the attention to detail that runs through every aspect of the customer experience - from packaging to store design. In store, a pop-up feel is created with concrete floors, exposed lighting and clothes displayed on moveable racks and shelving units. "We have got good feedback from people saying that they felt when they went into the store, you could see there was a lot of love put into everything that was done," says Hildén-Bengtsson.

The brand's stripped back website features some lovely imagery and its Instagram feed offers a behind-the-scenes look at the atelier as well as close-ups of store displays and product shots. It also regrams customers' posts, creating a feed with a personal, intimate feel. It produces bespoke content for different platforms but the same aesthetic and tone of voice runs throughout all of & Other Stories' communications.

"I think customers don't always remember or care about if they've seen something on Instagram or on Facebook or in a store ... they just see that as the brand voice coming out and I just think it's so important for everything to be as coherent as possible," says Hildén-Bengtsson.

"That doesn't mean that everything has to be exactly the same, but it should feel like it's the same brand and the same voice coming through, so you feel that you trust the brand and you feel love for it or you feel excited about it - that you have some kind of connection to that brand. I hope that's what we were able to create with & Other Stories."

After six years at & Other Stories, Hildén-Bengtsson has left the brand to set up a new creative studio, Open. "I love the startup phase. I'm that kind of person that loves creating concepts and new brands," she says. "I stayed for almost seven years. That's a long time for someone who has this type of mindset but that's because I'm totally in love with the brand and all the fantastic people that work with it so for me, I needed to be challenged again, and scared and thrilled and so on."

As Hildén-Bengtsson notes, the retail experience has changed dramatically in the past few years. Brands are being more creative online - whether through their use of social media or creating more dynamic websites - but now face the challenge of enticing customers into physical stores when it's often quicker and easier to shop online. The shops that are thriving are those who can offer something extra - whether it's in-store stylists and beauty bars or florists and cafes. "I think we're going to see a boom in the whole experience design or communication [design] in stores because they need to find their reason for being," she says.

Online or off, the key to engaging with consumers is of course, devising compelling experiences that feel genuine and distinctive. "I think you have to be really good at storytelling - telling your story, why you exist on the market, what you are selling and why customers should choose to love this brand instead of another," says Hildén-Bengtsson.

"There is so much information and so much going on now that people are very clever and they will only connect with things that are real so I think that's the lesson now - to really tell all the great things that you do with the brand and why you're doing them and how you do it and be clear in your communications."

Find out more

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Other Stories was an instant hit when it was launched by H&M in 2013. It started out with seven stores - in Barcelona, Berlin, Copenhagen, London, Milan, Paris and Stockholm - and now has over 50 stores in 13 countries. The brand concept emerged from an internal H&M plan to launch a premium beauty brand.

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This collaboration was launched in November 2019. It is inspired by three women who paved the way in data driven science based innovation and careers for other women to follow. Lupi is an information designer and wanted to prove that data is more than numbers or graphs and that it can be a story and our story too by taking direct elements of their work and turning it into ready to wear fashion.

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A sustainably sourced collection | & Other Stories

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If you sign up to receive their online newsletter you get a 10% off voucher

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"One of our main goals is for all of our materials to be either recycled or sourced in a more sustainable way by 2030"

They have a recycling initiative where you can bring in textiles from any brand or empty beauty containers to your local store and receive a voucher with 10% off products. They are then collected and recycled.

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& Other Stories offers a wide range of shoes, bags, accessories, beauty products, stationery and ready-to-wear for women.

& Other Stories is present with 72 stores in 21 markets in Europe, the US and Asia.

In 2018 & Other Stories launched a new product category – haircare, inspired by Los Angeles.

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It was launched in 2013. The initial idea for the new branch of the H&M parent company was for it to be a stand alone beauty brand. However this idea seemed too restricted and was quickly changed to include accessories and ready to wear fashions.

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They currently have three collections  available.  All of their clothes are made  in one of their three design ateliers.

Paris. Stockholm and Los Angles. Each city inspired collection aims to encapsulate a different side of the '& Other Stories Girl'

LA- Confidence and creativity of the LA girl

Paris- Enchanting romance of the Parisian

Stockholm - Contemporary and practical sensible mindset of the Stockholm woman.

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A fashion tale of three cities  | & Other Stories

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They introduce 4 mini collections per season. And their stocklist is made up of beauty, haircare, accessories, fragrances and ready to wear womenswear.

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A guest post by Olivier Legris. Olivier is a French planner working at an English advertising agency. Here he talks about the strategy behind new fashion brand & Other Stories.
As the luxury market keeps growing, a large part thanks to China, H&M- champion of the fast fashion- wants a share of the pie. So why is the H&M group launching a new brand? How does it compare to their already existing upmarket brand COS? And what strings do the Swedish company need to pull to succeed?
Why start a new brand?
Firstly, H&M group is looking for economical growth. With a successful model, the easiest way to grow is opening new shops, which the company is already doing aggressively with H&M and its sister store COS. But, with a lot of the shops opening mainly in the US and China ( 20 and 25 stores last year), it starts facing saturation in mature markets like the European one.

The group is therefore looking to grow by moving into a market segment which they are not yet part of, in this case the middle and upmarket ones. Sadly it's quite hard to start selling more expansive products in H&M stores because the consumer perception of the brand is about cheap products.

One way to do so is to create a new brand that will be able to justify a much higher price. A new brand also allows the company to go along with what their customer wants- an upmarket product but still at a high street price.

As H&M's audience is quite young, launching a more premium brand gives an opportunity to keep selling to an audience that would buy more expensive products.

The tactic was already successful when in 2007, H&M launched COS, a basic and more grown up premium brand.
So what is the difference with COS?
The main issue for & Other Stories is communicating its positioning, and even more in relation to COS.

& Other Stories has 2 main differences with COS.

The first is more collections, more seasonality- by introducing "4 mini collection per season", & Other Stories not only tries to remain relevant with a wider audience, but it also gives audiences an opportunity to visit the store more frequently. This is exactly the same idea than Zara, where clothes don't stay more than a couple weeks in store.

But the other difference, which is very interesting, is the notion of "total brand".

Indeed & Other Stories not only sells clothes but also cosmetics, a market H&M has not entered yet. ( £8,356 million worth market in the UK in 2011). This market seems to be on fire at the moment, with Net-A-Porter beginning to stock cosmetic s starting this month. The idea is to suggest a one-stop-shop experience where the customer will not only have the ability to shop different kind of clothes, jewellery, lingerie but also buy cosmetics.

It is interesting from a branding perspective that "& Other Stories" allude to all the possibilities the customer can create by mixing all the available products. It's not about one look or one style, it's a promise of the endless possibilities (or stories) offered by the brand.

They have even gathered a group of 'Co-Creatives', including fashion icons such as Julia Sarr-Jamois and Valentine Fillol Cordier, to show how they wear the collection in Polaroid-style images on & Other Stories Tumblr.
How can & Other Stories succeed? Leverage the fashion media to stay in the buyer's mind
The main challenge for the brand is communication.

On the industrial part, the new brand has access to the supply chain, store scouting and the merchandising skill of the group, helping it to produce very aggressively priced product and well located store.

What it has to do is convince people that & Other Stories is worth it. It's not a coincidence that a few weeks before launching & Other Stories, H&M was having its first fashion show in Paris and started dressing celebrities like Helen Hunt at the Oscars.

H&M needs to legitimise this new brand and to do so, it has to tighten links with prescribers and trendsetters in the fashion world, for example fashion media, bloggers and celebrities. It's no surprise that Beyonce became the new face of H&M last week.

Thanks to H&M, it spends a large amount of money in advertising (alas not publicilly disclosed) giving it a certain lever of negotiation to have exposure in this media.

Indeed, looking at the positioning of the brand, I'm quite sure it will not advertise a lot (I even believe it won't at all) in order to be able to offer well priced products by avoiding spending money on marketing, the same way Zara does.

With all these assets in hand, it will not be a surprise that & Other Stories succeed the way COS succeeded. However starting a new brand (almost) from scratch is a challenge, that even backed with all the assets from a multi billion pounds company like H&M, won't guarantee success.

And you, what do you think? Will & Other Stories will be & Other Success Story?

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The story behind & Other Stories - cate st hill

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A guest post by Olivier Legris. Olivier is a French planner working at an English advertising agency. Here he talks about the strategy behind new fashion brand & Other Stories. As the luxury market keeps growing, a large part thanks to China, H&M- champion of the fast fashion- wants a share of the pie.

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Their parent company is H&M. Which is the second largest global clothing retailer (Wikipedia). It is reported that they have around 5000 stores in 74 countries under their various subsidiaries.

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& Other Stories is a all new fashion brand of H&M, which was launched in March 2013. Unlike its sister brand, Cos, the line is a purely womenswear offering, focus on quality and design details. As I read this word on their website, hard to say what can makes &OtherStories different. Can it be an interesting brand to be analyse? Does it even possible to describe it "a brand as a sponge"?

And than it's come ; " We are not inspired by catwalk trends or marketed as "must have" pieces,
no, we let's us be influenced by social media and blogging,
that makes all the differences."

My attention is catch, let's take a deeper look into the Milan Store.

Inside the store, & Other Stories items include clothes, shoes, jewellery but also beauty products and makeup.

It makes me quickly understand that & Other Stories'main idea is to be focusing on the whole look. And, all the store is structured like a one-stop-shop experience, where accessories and beauty are as important to styling as the clothes. Collection are made to provide styling choice and salesman push you to select and mix items into your own personal taste.

"We were looking at street-style blogs and thinking that one thing was not more important than the other; a lipstick is as important as shoes. It's about how you put things together . Our aims is to create collections, with well thought-out solutions, that give people the opportunity to express their personality."

It is interesting from a branding perspective that & Other Stories allude to all the possibilities the customer can create by mixing all the available products. It's not about one look or one style, it's a promise of the endless possibilities (or stories) offered by the brand.

They have even gathered a group of "Co-Creatives". Each month fashion icons such as Julia Sarr-Jamois and Valentine Fillol Cordier or simple costumer are invited to show how they wear the collection through their own aesthetics in Polaroid-style images on & Other Stories Tumblr and facebook.
The idea is to create a community where people can express themself through their clothes.

Clues are all in the name :

The name & Other Stories reflects our ideas on telling stories. It's an old way of saying short stories and the '&' gives us the ability to share things together.
Co-creative project
From time to time & Other Stoires invite people to choose their favourites from the collections and then document, tell their own story through polaroids.

Styling Story by Alice Goddard
Alice Goddard, editor and co-founder of Hot & Cool Magazine, has a signature look that's all about simplicity and natural beauty. In these candid images catch by her partner Theo Sion for & Other Stories, Alice showcased her best-loved AW/13 pieces as we spent the day in and around her Soho studio and Portobello home. Her no-fuss approach and talent for contemporary clean looks shed new light on the collection's diversity.

Lingerie label Alöe was invited to do an exclusive collection for &OtherStories. The range features a selection of underwear and loungewear inspired by clothing "that dancers wear when they warm up".

The pieces are designed to be layered over one other - with each design in a complementing neutral colour palette.

"I was thrilled to be approached by & Other Stories to design a collaboration collection for them. It's a totally unique concept on the high street and I'm so honoured to be one of the first external designers to be asked to collaborate with them," Alöe designer Claire Judge told. "& Other Stories wanted me to place as much emphasis on fit and quality in this collection as I do with my own high-end Alöe lingerie line. I was able to use beautiful and luxurious silks, so there has been no compromise on quality at all."

The collection features silk kimonos, delicate playsuits, lace bra and brief sets, and pretty camisoles - with a minimal and ultra-feminine aesthetic. This is lingerie that's very much designed to be seen.

"It's so exciting for my designs to be able to reach a much wider audience," Claire Judge explained. "Working with external designers definitely brings an exciting element to the store and gives customers access to designs which may be unaffordable otherwise."

Visual of the season are posted.

& Other Stories is not only focus on fashion items, they have also interest for musique, Which month they select music and update playlist. A way to support musician and singer and offer than a visibility thought the brand.

Sarah Illenberger & Other Stories
Sarah Illenberger was invited to create something special for the windows of the new Berlin'store. The result is called 'Crystals, Clouds & Other Stories' , two paper scultpures and is based on the idea to create abstract, geometric forms using & Other Stories paper bags. One sculpture depicted a crystaline structure and the other sculpture resembled a abstract cloud shape.

The Swedish costume designer and stylist B. Akerlund hasselected and pimped up pieces from Stories' AW/13 collection to create her own aesthetics story, as portrayed in a short film featuring herself and the singer and leader of the "Garbage", Shirley Manson.

In a celebration of personal style, the film is presented as a series of documentary-like snapshots.

"Being invited to take part in this photo shoot was an electrifying experience. Featuring next to B. Åkerlund in an editorial for & Other Stories is fantastic. I truly admire B. Ankerlund and her original interpretation of style and the fact that the shoot was for a new brand around which there is much buzz made it all even more exciting". Shirley Manson.

As it appears admiration is reciprocated.

"Working with Shirley Manson is a dream come true. I've always been a big fan of her music and style and when we met for the first time we both had the feeling that we had always known each other" said B. "Styling is always a new challenge to me and this project for & Other Stories took my creativity to a totally new level".

Paris-based industrial designer Isabelle Bois collaborated with & Other Stories, to generate a capsule collection of bags, pouches, and cases.

Made from vegetable leather, these products vary in sizes to offer a wide range of usage - from business meetings to casual rendez-vous and formal dinner parties. Being minimal in appearance with natural colors like peach, nude, and black, those factors create a versatility to these accessories when one has many occasions with little time.

"Isabelle's aesthetic lends our versatility a new element. Her approach to proportion, functionality and her creative process are very conceptual, so this is why we necessarily want to share a part of her world with our customers." Anna Teurnell, head of design at & Other Stories.

Giulia Tordini and her sister Giorgia, both stylist, designer and Garance Doré the French photographer, illustrator and author, best known for her fashion blog was invited by &OtherStories to bring her aesthetics signature , and her interpretations of the winter collections.

"I'm pretty much in love with & Other Stories so I was very happy that they invited me to do this shoot. I met the Tordini sisters before and was thrilled that they managed to bring us together because it made this fashion story even more special." Garance Doré

& Other Stories clothes take part of the beyoncé video clip, Yoncé.

Pré Spring-Sumer 2014 collection visual are posted.

After Copenhagen, Berlin, Paris, London, Barcelona and Milan, a new strore will be open in Hamburg, Neuer wall street.

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Other Stories is a all new fashion brand of H&M, which was launched in March 2013. Unlike its sister brand, Cos, the line is a purely womenswear offering, focus on quality and design details. As I read this word on their website, hard to say what can makes &OtherStories different.

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Art previews, GRWM's and fashion updates have been previously hosted virtually on Facebook

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They use white paper bags with the logo and location printed in the centre and a dipped colour or pattern effect on the lower half of the bag.

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"the use of 100% sustainably sourced cotton, our first-ever vegan shoes made of VEGEA (partly made from the by-products of winemaking) and bottles made from recycled plastic."

A few materials they use are:
- Organic Cotton
- Recycled Polyester
-  Linen
- VEGA - Vegan leather

from stories.com

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the wish to give women the freedom of expression through one brand.
We’re a one-stop styling destination

"We’re a one-stop styling destination filled with collections from three design ateliers in Stockholm, Los Angeles and Paris."

Timeless pieces with a focus on detail and good quality that can stay in your wardrobe forever
- other stories.com

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All companies under the H&M umbrella seem to have simple stripped back branding with minimal colour used. All fonts are sans serif and are highly legible. &Other Stories gives off the most feminine aesthetic with a handwritten almost cursive font.

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Being a mid end high-street retailer you can expect a lot of competition from well known brands like Zara, Monki, Pull & Bear etc

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They feature tagged posts from customers on their website.

& Other Stories launches a handful of new collections each season. Each collection or ‘story’ is inspired by a different city and showcased in films and photo stories on its website and social channels. (https://www.thegeniusworks.com/gamechanger/other-stories/)

The brand as a whole celebrates diversity and this ethos is reflected in their marketing and promotional content.
They have used same sex couples, POC, old age models and transgender models in the past.