by Miryam Muller in

& Other Stories

The wait is over! H&M’s new high-end label & Other Stories finally launched it's first-ever store in London's Regent Street. Like COS, & Other Stories is owned by H&M but designed and produced independently, aimed at a more fashion savvy shopper. Over thirty-five designers, many from established style brands like Acne and Sonia Rykiel, have worked on four distinct looks. These include an urban, industrial look featuring chunky dog chain chokers and metallic leather mini skirts. There’s also a softer, feminine aesthetic in which you’ll find elegant, backless dresses and floral blouses. Effort has been made to keep prices as affordable as possible...

& Other Stories, 256-258 Regent Street, W1B 3AF.  For info, see stories.com.