H&M Launching Luxury Label "& Other Stories"

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H&M Launching Luxury Label \"& Other Stories\"
H&M is launching a new “luxury label” and is calling it “& Other Stories.” On a scale of 1-10, 1 being “ehh, I shop at Forever 21” and 10 being, “Omigod I’m obsessed with Top Shop” how excited are you for this new upscale version of the H&M brand?

Anyways, Hennes and Mauritz, the Swedish brand that owns H&M, COS, Monki and Cheap Monday, have registered trademarks and a logo for the new brand.

& Other Stories is going to be to H&M what the Banana Republic is to the Gap. It’s gonna be Alexander McQueen to McQ. It’s gonna be like a Super target to a Target… Do you know what I mean?

“It is correct that H&M will launch a new chain in 2013 called & Other Stories, but this is all the available information we have as of today,” says Press officer Hacan Andersson.

Hopefully this brand will reach the US, as most of the Hennes and Mauritz retailers are only in the UK.

This endeavor comes after H&M is set to launch it’s Exclusive Glamour Conscious Collection on April 12, which is a collection of gowns and cocktail dresses ready for the red carpet.

With the anticipation and hopefully success of that range within H&M stores, it will be very telling of the success of the new & Other Stories collection.

Also, there are some rumors that Michelle Williams has something to do with the new brand. “H&M approached Michelle Williams’ stylist Kate Young and they showed great interest from the start. We felt that this was a fantastic opportunity and a new and exciting way to show our design.”
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