Not it’s all coming together!
Remember how H&M was rumored to be working on a luxury line?
Welp, that rumor is 100% TRUE!
The fast fashion chain announced they’ll be launching said luxury line next spring under the name & Other Stories, which was copyrighted last year.
At the time, the name made zero sense, but H&M offered a little insight in a statement on Thursday, saying the affordable and seasonal collections will be based on “inspiring fashion stories”.
The retailer added:
“Today, a woman with a love for fashion creates her own style. & Other Stories is about bringing everything she can wear into one place, focusing on the whole look. We believe shoes, bags, jewelry, lingerie and beauty are key for styling and just as important as clothing.”
Inneresting.
We can’t wait to see what the Paris and Stockholm-based ateliers have in store!
[Image courtesy of H&M.]