& Other Stories


If anyone has been keeping up with the H&M news like me you will have seen the new store ‘& Other Stories’ on the popular Regent Street, London. The store sells a great range of clothes, shoes, bags, beauty and lingerie; but surprisingly they have not followed the fashion trends and catwalk looks like every other high street retailer.

“We went to different cities and looked at how the impact of social media, street style and bloggers has made women more fashion savvy,” said creative director Sara Hilden-Bengtsson. “Women create looks differently than they did 10-15 years ago. They create their own stories through their personal style and they know fashion.”

The idea of the brand came from women having their own style and mixing items from vintage stores, fashion brands, ebay and their grandmothers wardrobes


‘Today, a women with a love for fashion creates her own style’

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Merchandising at the store


Purple metallic wedge heels £65


Range of different chic boyfriend style sandals

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Nude wedges £145, grey printed trouser suit blazer £125 and matching trousers £65 and rainbow print dress £45

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Pink dress £65 and printed trousers £45



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