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& Other Stories store open in London!
Tuesday 12th March 2013 | Serena
For the International Woman's Day, the 8th of March the store of & Other Stories opened in Regent's Streets.
The new brand launched by the Swedish group of H&M is different from the big sister, with the exception of the prices that are still low. The concept of the collections are completely new, they care a lot to the quality of the product, and there's more space to the personal style of every woman,shoes, accessories and beauty lines.
In the 1000sq.m. of the Central London's store are displayed four mood for four different types of women, created for the spring / summer 2013, which will be develop then in the following season. Contradiction & Minimalism, characterized by ply polyester and leather, with male tailoring ; Industrial & Effortless, with strong details stolen from the industrial aesthetics; Sophisticated & Architectural, where features are graphics and flash of colour and, finally, Poetic & Dandy, which is the most free and parisienne soul of & Other Stories.
The creative office which was previously only in Stockholm was subsequently opened in Paris and this melting pot has led to the original style of the Swedish brand. Makes the difference the beautiful partnerships with indie designers (such as The Lake and Stars, Clare Vivier, Abigail Lorick Im and Alyson Fox) who have created capsule collection especially for the launch of the brand.
The London's store is the first one, but will be shortly followed by openings in Barcelona, Milan, Berlin, Copenhagen, Paris and Stockholm.
In the picture above an outfit from the lookbook and the opening night in Regent's Street.
Photo Courtesy : Stories.com / and-other-stories.tumblr.com
By Serena Concato
