H&M's Luxury Line '& Other Stories' Will Launch in Europe Spring 2013
Earlier this year, Swedish fast-fashion retailer H&M announced its imminent plans to launch a luxury collection called "& Other Stories." Today, Vogue UK reports that the new label is scheduled for a spring 2013 debut.
& Other Stories will be designed by teams in both Paris and Stockholm (where H&M is headquartered—the company was founded in Västerås, Sweden, in 1947). The designers are aiming to create "diversified fashion collections with great attention to detail and quality at an affordable price," writes Vogue UK. There will be clothes, accessories, shoes, and beauty.
"Today, a woman with a love for fashion creates her own style," said the news release. "She wears things that feel right to her and reflect her personality. & Other Stories is about bringing everything she can wear into one place, focusing on the whole look. We believe shoes, bags, jewelry, lingerie, and beauty are key for styling and just as important as clothing."
No news yet on price point and whether (and when) the collection will be available in the United States. In 2007, H&M launched COS, a higher-end retail concept targeting the 20-45 year old demographic. COS stores have since opened across Europe, but have not yet reached the United States.