& Other Stories
________________________
& Other Stories is a all new fashion brand of H&M, which was launched in March 2013. Unlike its sister brand, Cos, the line is a purely womenswear offering, focus on quality and design details. As I read this word on their website, hard to say what can makes &OtherStories different. Can it be an interesting brand to be analyse? Does it even possible to describe it "a brand as a sponge"?
And than it's come ; "We are not inspired by catwalk trends or marketed as "must have" pieces,
no, we let's us be influenced by social media and blogging,
that makes all the differences."
My attention is catch, let's take a deeper look into the Milan Store.
And than it's come ; "We are not inspired by catwalk trends or marketed as "must have" pieces,
no, we let's us be influenced by social media and blogging,
that makes all the differences."
My attention is catch, let's take a deeper look into the Milan Store.
Inside the store, & Other Stories items include clothes, shoes, jewellery but also beauty products and makeup.
It makes me quickly understand that & Other Stories'main idea is to be focusing on the whole look. And, all the store is structured like a one-stop-shop experience, where accessories and beauty are as important to styling as the clothes. Collection are made to provide styling choice and salesman push you to select and mix items into your own personal taste.
"We were looking at street-style blogs and thinking that one thing was not more important than the other; a lipstick is as important as shoes. It's about how you put things together . Our aims is to create collections, with well thought-out solutions, that give people the opportunity to express their personality."
It is interesting from a branding perspective that & Other Stories allude to all the possibilities the customer can create by mixing all the available products. It’s not about one look or one style, it’s a promise of the endless possibilities (or stories) offered by the brand.
They have even gathered a group of "Co-Creatives". Each month fashion icons such as Julia Sarr-Jamois and Valentine Fillol Cordier or simple costumer are invited to show how they wear the collection through their own aesthetics in Polaroid-style images on & Other Stories Tumblr and facebook.
The idea is to create a community where people can express themself through their clothes.
Clues are all in the name :
They have even gathered a group of "Co-Creatives". Each month fashion icons such as Julia Sarr-Jamois and Valentine Fillol Cordier or simple costumer are invited to show how they wear the collection through their own aesthetics in Polaroid-style images on & Other Stories Tumblr and facebook.
The idea is to create a community where people can express themself through their clothes.
Clues are all in the name :
"The name & Other Stories reflects our ideas on telling stories. It’s an old way of saying short stories and the ‘&’ gives us the ability to share things together."
September 2013
______________________
Co-creative project
From time to time & Other Stoires invite people to choose their favourites from the collections and then document, tell their own story through polaroids.
From time to time & Other Stoires invite people to choose their favourites from the collections and then document, tell their own story through polaroids.
Styling Story by Alice Goddard
Alice Goddard, editor and co-founder of Hot & Cool Magazine, has a signature look that’s all about simplicity and natural beauty. In these candid images catch by her partner Theo Sion for & Other Stories, Alice showcased her best-loved AW/13 pieces as we spent the day in and around her Soho studio and Portobello home. Her no-fuss approach and talent for contemporary clean looks shed new light on the collection’s diversity.
Alöe & Other Stories
Lingerie label Alöe was invited to do an exclusive collection for &OtherStories. The range features a selection of underwear and loungewear inspired by clothing "that dancers wear when they warm up".
The pieces are designed to be layered over one other - with each design in a complementing neutral colour palette.
"I was thrilled to be approached by & Other Stories to design a collaboration collection for them. It's a totally unique concept on the high street and I'm so honoured to be one of the first external designers to be asked to collaborate with them," Alöe designer Claire Judge told. "& Other Stories wanted me to place as much emphasis on fit and quality in this collection as I do with my own high-end Alöe lingerie line. I was able to use beautiful and luxurious silks, so there has been no compromise on quality at all."
The collection features silk kimonos, delicate playsuits, lace bra and brief sets, and pretty camisoles - with a minimal and ultra-feminine aesthetic. This is lingerie that's very much designed to be seen.
"It's so exciting for my designs to be able to reach a much wider audience," Claire Judge explained. "Working with external designers definitely brings an exciting element to the store and gives customers access to designs which may be unaffordable otherwise."
The pieces are designed to be layered over one other - with each design in a complementing neutral colour palette.
"I was thrilled to be approached by & Other Stories to design a collaboration collection for them. It's a totally unique concept on the high street and I'm so honoured to be one of the first external designers to be asked to collaborate with them," Alöe designer Claire Judge told. "& Other Stories wanted me to place as much emphasis on fit and quality in this collection as I do with my own high-end Alöe lingerie line. I was able to use beautiful and luxurious silks, so there has been no compromise on quality at all."
The collection features silk kimonos, delicate playsuits, lace bra and brief sets, and pretty camisoles - with a minimal and ultra-feminine aesthetic. This is lingerie that's very much designed to be seen.
"It's so exciting for my designs to be able to reach a much wider audience," Claire Judge explained. "Working with external designers definitely brings an exciting element to the store and gives customers access to designs which may be unaffordable otherwise."
Autumn-Winter'13/14
Visual of the season are posted.
Musics & Other Stories
& Other Stories is not only focus on fashion items, they have also interest for musique, Which month they select music and update playlist. A way to support musician and singer and offer than a visibility thought the brand.
October 2013
______________________
Co-creative project
Sarah Illenberger & Other Stories
Sarah Illenberger was invited to create something special for the windows of the new Berlin'store. The result is called ‘Crystals, Clouds & Other Stories’ , two paper scultpures and is based on the idea to create abstract, geometric forms using & Other Stories paper bags. One sculpture depicted a crystaline structure and the other sculpture resembled a abstract cloud shape.
to see more sarahillenberger's website
November 2013
______________________
B. Akerlund & Other Stories
The Swedish costume designer and stylist B. Akerlund has selected and pimped up pieces from Stories' AW/13 collection to create her own aesthetics story, as portrayed in a short film featuring herself and the singer and leader of the "Garbage", Shirley Manson.
In a celebration of personal style, the film is presented as a series of documentary-like snapshots.
In a celebration of personal style, the film is presented as a series of documentary-like snapshots.
"Being invited to take part in this photo shoot was an electrifying experience. Featuring next to B. Åkerlund in an editorial for & Other Stories is fantastic. I truly admire B. Ankerlund and her original interpretation of style and the fact that the shoot was for a new brand around which there is much buzz made it all even more exciting”. Shirley Manson.
As it appears admiration is reciprocated.
"Working with Shirley Manson is a dream come true. I’ve always been a big fan of her music and style and when we met for the first time we both had the feeling that we had always known each other” said B. "Styling is always a new challenge to me and this project for & Other Stories took my creativity to a totally new level”.
Isabelle bois & Other Stories
Paris-based industrial designer Isabelle Bois collaborated with & Other Stories, to generate a capsule collection of bags, pouches, and cases.
Made from vegetable leather, these products vary in sizes to offer a wide range of usage — from business meetings to casual rendez-vous and formal dinner parties. Being minimal in appearance with natural colors like peach, nude, and black, those factors create a versatility to these accessories when one has many occasions with little time.
Made from vegetable leather, these products vary in sizes to offer a wide range of usage — from business meetings to casual rendez-vous and formal dinner parties. Being minimal in appearance with natural colors like peach, nude, and black, those factors create a versatility to these accessories when one has many occasions with little time.
"Isabelle's aesthetic lends our versatility a new element. Her approach to proportion, functionality and her creative process are very conceptual, so this is why we necessarily want to share a part of her world with our customers." Anna Teurnell, head of design at & Other Stories.
December 2013
______________________
Co-creative project
Tordini sisters x Garance Doré & Other Stories
Giulia Tordini and her sister Giorgia, both stylist, designer and Garance Doré the French photographer, illustrator and author, best known for her fashion blog was invited by &OtherStories to bring her aesthetics signature , and her interpretations of the winter collections.
"I'm pretty much in love with & Other Stories so I was very happy that they invited me to do this shoot. I met the Tordini sisters before and was thrilled that they managed to bring us together because it made this fashion story even more special." Garance Doré
To see more Garance Doré's website
Icons & Other Stories
& Other Stories clothes take part of the beyoncé video clip, Yoncé.
January 2013
______________________
Co-creative project
Pré Spring-Summer'14
Pré Spring-Sumer 2014 collection visual are posted.
Musics & Other Stories
Opening Store
After Copenhagen, Berlin, Paris, London, Barcelona and Milan, a new strore will be open in Hamburg, Neuer wall street.