H&M’s sister-brand, & Other Stories, made its grand debut this week with the opening of its first US flagship store in New York City. On Thursday, October 16th, a lucky few stood in line and waited as this “must-have” European brand unlocked its doors for the first time. As evident by the storefront’s long line and crash of its e-commerce site, which works in tandem with the NYC location, & Other Stories‘ stateside presence has been long anticipated. And why shouldn’t it be? The brand is in a league of its own.
“Basic non-basics” is how they characterize themselves, and their collaborations as well as each piece of their in-house collection (which ranges from a $8 hand lotion to a $475 mohair-blend coat) resonates with an element of simplicity and luxury. There’s no doubt in my mind that & Other Stories be a new shopping favorite for the US fashionista, for their key to success lies not only in their partnership with retailer favorite, H&M, but their ability to produce collections that can compete with top contenders like COS, Topshop, and Zara. And luckily, they’re doing just that.
LOOKS FROM & OTHER STORIES’ AW14 COLLECTION
via Vogue Italia