& OTHER STORIES TO LAUNCH APRIL THIS YEAR

by Miryam Muller in , ,


Swedish "fast fashion" retailer Hennes & Mauritz is definitely one to keep up with the latest trends. After COS, Monki, Cheap Monday, Weekday and several successful collaborations the latest joint on their creative list will be "& Other Stories," a development all shoppers should be very excited about.

H&M's & Other Stories will have a wider range of merchandise, including women's ready-to-wear, shoes, bags, gadgets, accessories and beauty products (but the price points will be similar to their other stores). As for aesthetics, the brand will probably have that masculine/feminine vibe all great French and Swedish women seem to be born with. The creative department is based in Paris and Stockholm and is led by head of design Anna Teurnell, "our aim to design lasting wardrobe treasures within a wide price range."

& Other Stories will open its first seven stores in London, Barcelona, Berlin, Copenhagen, Milan, Paris, and Stockholm, as well as online shopping for those in Belgium, Denmark, Finland, France, Germany, Italy, the Netherlands, Spain, Sweden, and the U.K. (sorry, fellow Dutchies, we'll have to wait our turn).

The preview below, showing a sneak peak of selected shoes in the & Other Stories line is beautifully shot in Paris; with the film deconstructed into polaroid stills of a barefoot beauty wandering the city.  H&M know how to tantalise the senses as shoes are shown in the very last few seconds of preview, but they are stunning.  Patent black and tan lace up heels and slip on sling backs intrigue, before a white wedge, visually much like a hoof from the back with a slit up the middlebrings the preview to an end.

http://youtu.be/VLaeVFtcUAI