About
& Other Stories, a fashion brand launched by H&M in 2013, focuses on providing women with a curated selection of clothing, beauty products, and accessories. The brand's concept originated from an internal H&M initiative to create a premium beauty line, but evolved into a broader lifestyle brand offering a unique creative feel. Initially launched in seven European cities, it now boasts over 50 stores in 13 countries. The brand's creative team operates independently, emphasizing an atelier-like approach to design and marketing, resulting in a distinctive boutique aesthetic rather than mirroring H&M's mass-market style. This includes in-house development of collections, photoshoots, and creative campaigns, occasionally collaborating with external creatives but maintaining full control over its branding. & Other Stories distinguishes itself by launching new collections each season, inspired by different cities and presented through films and photo stories across its website and social media. The brand also actively engages in diverse collaborations with creatives and retailers, fostering surprise and inclusivity in its campaigns, showcasing models and photographers from various backgrounds, and even featuring a nonagenarian style icon. This holistic approach to the customer experience, from the design of the stores to its website and social media presence, results in a cohesive brand identity focused on empowering women to curate their personal style.