& Other Stories: H&M'S NEW BRAND

H&M has launched "& Other Stories"a fresh new brand that's innovative and unique (faith restored). The new store in London opens today. & Other Stories is imaginative and spontaneous (luv). The concept was born out of social media, street style, and bloggers who have given fashion, a fashion forward twist. Apparently the styles carried in this new store are not catwalk, or must have trends dictated by sometimes questionable fashion editors. Its styles are more organic, mixing and matching, creating unique looks, instead of store contrived looks.

Creative director Sara Hilden-Bengtsson had this to say "We went to different cities and looked at how the impact of social media, street style and bloggers has made women more fashion savvy,". "Women create looks differently than they did 10-15 years ago. They create their own stories through their personal style and they know fashion."

Website www.stories.com  launched at midnight,