& Other Stories

A new fashion venture from H&M.

Sadly, shopping did not look like this when I was growing up. It wasn't presented in a beautiful, easy to digest, sparkly, let's be friends kind of way where you could join the party at the click of a mouse. It was much more polarised; there was stuff on the high street which was generally quite ordinary and affordable, and there was Fashion which was elitist and other-worldly. 

But we're much savvier consumers in 2013 and this new venture feels like a natural response that blurring of fashion and affordability. & Other Stories is the smart new boutique from high street stalwart H&M which has a very active website and a brand spanking new shop on Regent Street. If Grazia magazine had a retail wing it would probably look like this.