It’s not often that we get seriously excited by the thought of a new shop. Actually, that’s a lie. We get very excited, quite often, by the thought of new shops. However, it’s not that often that a brand new high street shop gets our pulses racing. But, & Other Stories does just that. You know that cool nonchalant style of dressing that the Swedes nail so well? Well, this shop offers it in bucket loads. The hip younger sister to Cos and H&M, it promises super-stylish collections at do-able prices. More expensive than H&M, about the same price as Cos, it not only sells clothes and accessories, but will also stock a small range of cosmetics and skincare developed by make-up artist Lisa Butler and perfumer Ben Gorham, founder of Stockholm-based perfume house Byredo.
Whereas most high-street retailers follow catwalk trends, & Other Stories promises to do something different. The collections are geared around four stories or ‘style tribes’ and will evolve throughout the year. The idea being that you can update your wardrobe with must-have, hopefully classic pieces rather than hot-right-now trend-led items. The concept may be verging on the pretentious (‘style tribe’ must be one of the most overused, useless terms in fashion), but it’s certainly interesting. And the clothes, on first look, live up to the hype. Here are seven of our favourite looks from the new collection. We love them all.
Both the flagship boutique (on London’s Regent Street) and online store open on Friday. But, if you register now, online, you can get early access to the collection from tomorrow.
Pink dress, £65, bracelet, £19, earrings, £7, and wedge shoes, £95; Black jumpsuit, £125, sandalette, £65, shoulder bag, £125; Blazer, £75, blouse, £39, culottes, £55, pumps, £79, bracelet, £29, straw hat, £17.
Trench coat, £79, dress, £65, sandalette, £69, tote, £145, bracelet, £19, ring, £18; Dress, £65, wedge, £79, purple bag, £45; Trench coat, £125, shirt, £45, trousers, £55, wedges, £125, clutch, £65, necklace, £65.
First image: Knitted top, £39, skirt, £45, pumps, £89, shoulder bag, £55, bracelet, £39.
IMAGES: & Other Stories.