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Threatening to mount a direct challenge to our love of Zara and its market supremacy, yesterday H&M opened its latest Regent Street venture called & Other Stories which features more sophisticated fashions, accessories and beauty goods at pretty respectable prices.

Influenced by fashion bloggers, & Other Stories offers fashion packaged in vignettes.  The premium brand is premised on a modern female attitude to shopping which is strongly influenced by social media and blogging.  However unlike Zara and most other mid-priced retailers, & Other Stories is not inspired by catwalk trends.  Instead it intends to bypass the runway and look straight to the streets for inspiration. Citing the impact of social media and the way in which street style and bloggers have made women more fashion savvy, the aim of the nascent high street brand is, somewhat ironically, to promote a woman's personal sense of style.

Off the bat, many of the pieces are noteworthy and eye-catching and hopefully this level of excitement can be sustained season after season.  A second store is slated to open in Copenhagen next week, with others planned for Berlin, Paris, Barcelona and Milan.

 Images: & Other Stories


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