H&M continues to lead the retail pack with fast fashion at an affordable price, but now the Swedish behemoth is kicking it up a notch with their latest concept, & Other Stories. After the success of their last chain, Cos, which has stores across Europe, Asia, and the Middle East offering higher-end designs with lower price tags, & Other Stories fills yet another niche—the sophisticated, style-minded woman schooled in the latest clothing and makeup trends. Not only are the designs more colorful and forward thinking, the brand is also collaborating with other designers like New York’s Abigail Lorick and LA’s Clare Vivier to bring some truly covetable shoes and accessories to the style market.
What’s more, in addition to a full line of clothing and accessories, & Other Stories has its own makeup and skin care lines that boast a vast array of color combinations with simple yet beautiful packaging. The first store opens today on Regent Street in London, and more stores are planned for across Europe. Sadly, the brand has no current plans to open any stores stateside (nor are they currently shipping to the U.S.), but hopefully that will change in the future. For now, there’s plenty to peruse and draw inspiration from on their new website and Tumblr page.