15 Apr 2024
H&M group opens new store concept: &otherstories
Fashion & Beauty Lifestyle What's on: Stockholm

H&M group opens new store concept: &otherstories

The newest brand under the H&M group sets up its fresh, subtly sophisticated style for women on Biblioteksgatan 11.  The new &otherstories range offers women’s fashion, accessories and beauty products under one roof; curated for the young urban professional wanting simple, straightforward modern clothes with thoughtful detailing.

Photo Credit: Julia Jane Persson
Photo Credit: Julia Jane Persson


Colour palettes are sophisticated and subtle and prints usually minimal or abstract with contemporary cuts or unusual details giving the garments value and discreet, unique touches. This store fits your practical yet directional day-to-day wardrobe whilst also offering beauty products, bags and jewellery to spoil yourself.

Stockholm, Copenhagen and London have been lucky enough to experience a branch of the new concept, bringing us beautiful merchandising and surroundings in which to browse the ‘stories’.  These are lifestyle products and fashion plus accessories in a minimal, fresh environment at affordable pricing.

Aspirational displays and stylish settings co-ordinate, under one roof, desirable ‘looks’, outfits and collections which leave you wanting the garment and the shoe and the lip/cheek stain plus the lingerie.  Pieces look as though they came from a quirky, high-end boutique rather than an affordable store – an abundance of style is evident in the debut season offerings which were raved about by fashion editors and taste-makers at the openings .

&otherstories website describes itself as wanting ”to design lasting wardrobe treasures within a wide price range”.  This is not conventional retailing and offers premium attitude, inspired by the layering and styling of city natives, bloggers and modern street style.  The highly creative design team is said to be split between Stockholm and Paris and this price point is an opportune gateway to some strong future classics.

Run, don’t walk, to this sure winner.


Article: Emma Ladlow

1 Comment

  • music buddy 6 Apr 2015

    Hello there, This is a superb write-up, and I will agree with what was created here. I will be back to see the comments soon. Thanks

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.