NEWS
EVENTS
H&M to launch a new brand
Wednesday 11th April 2012 | Osh
5 years after the successful launch of Cos, Hennes & Mauritz is planning to settle an upmarket brand called “& Other Stories” to broaden H&M’s offering.
While most luxury brands are democratizing their creations through “bis” line, H&M is against the grain. Stricken by the luxury fever and after several masstige collaborations with Karl Lagerfeld, Lanvin or more recently Marni – H&M is continuing to feed our insatiable appetite for fashion.
“& Other Stories” H&M’s new chain of stores will be launched in 2013 in London confirming the rumour launched by a Swedish newspaper a few days ago.
More luxury oriented than Cos the minimalist chic brand of H&M, “& Other Stories” is supposed to bring H&M to a higher level. Camilla Emilsson-Falk, head of the media relation for H&M has however disproved the luxury implementation of the brand by declaring that “& Other Stories”: “will not be a luxury brand, but it will be a retail chain that will follow the same ambition as H&M, to offer our customers the best price for a comparable item."
