& Other Stories: H&M goes premium

It’s a nice mystery that H&M offers us these days…

“& Other Stories offers women a wide range of shoes, bags, accessories, beauty and ready-to-wear to create their personal style, or story”.

It will be launched in Spring 2013, and the collections will be produced by ateliers based in Paris and Stockholm.

A very expected move, after all the mash-ups that H&M has been implementing, for instance with Maison Martin Margiela; it’s a way to shape a fashion vision, and reinforce H&M empire on trends.

Here’s a “Documentary-like snapshots” which tell the story of a day in the life of a Parisian girl while giving glimpses of & Other Stories’ concept and SS/13 collection.

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