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H&M Reveals Plans For New Fashion Brand ‘& Other Stories’

H&M Confirms plans for new fashion brands & Other Stories, FashionBite

H&M revealed plans for the launch of its new fashion brand ‘& Other Stories’ this week. The young fashion chain said & Other Stories is about “a woman with a love for fashion who creates her own style”.  It is “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,” said the retailer.

H&M said the brand is built around inspiring fashion stories. “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.”

The new brand is set to be a higher price point than it’s core H&M collection. Although the chain didn’t confirm prices in its announcement, when speculation was swirling in April about the launch, H&M chief executive Karl-Johan Persson said the fashion brand would carry “slightly higher prices that H&M,” and it is set to build on the success of Cos, its more premium retail chain

& Other Stories is due to launch in store and online during Spring/Summer ’13. We can’t wait to see the collections here at Fashi0nBite!

Emily @FashionBite xx

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