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A few weeks ago we wrote about the Cosy Girl trend, if that struck a fashion chord with you then you are going to love the subject of this week’s high street heroes. & Other Stories latest collection is the antithesis of Cosy Girl. So get shopping and get cosy.
& Other Stories is fairly new to the high street scene having only launched in 2013 but with up to 20 stores, a flagship on Regent Street and a big online following, they are already a major player in the competitive high street market. The fact that they are part of the hugely successful H&M group probably helps and they have established themselves as H&M’s luxurious, more sophisticated sister store. The store is summed up quickly when you visit their website as a “brand offering women a wide range of shoes, bags, accessories, beauty and ready-to-wear to create their own personal style, or story.” The idea being that & Other Stories provide women with the sartorial tools to create their own individual sense of style and build their own story.
As a Swedish owned company they have tapped into the British love of all things Scandi, and this is perhaps why they have grown so quickly in such a short space of time. Whilst they might not yet be a regular fixture on every high street, most fashion savvy women will already know of the brand. The fashion world has certainly taken their high end luxury high street look to their hearts and the clothes are regularly featured in magazines. The price tags are significantly higher than that of high street giant H&M that specialises in fast paced, fashion fixes but the market for & Other Stories is a woman who knows what she wants and is prepared to pay more for quality pieces that will embody her own style and last beyond the latest trend.
The latest collection is a celebration of all things cosy in true Scandi style. Think cashmere in fawns and beige, knitwear that begs to be curled up in and beanies and scarves that make the British winter a bit more bearable. The online store is full of fashion stories for inspiration so well worth a visit for a window shop at the very least.
If you haven’t yet discovered & Other Stories it is time to find out what all the fuss is about and let them help you write your own style story.
