Get excited, as the new high street store from the people behind H&M, & Other Stories, opens today…
It's not often we have our eye on pieces from a high street store before it even opens, but with the previews we've seen at & Other Stories first collection - it's worth the hype!
From the people behind H&M and COS, it's pieces are fashion-forward without bank-breaking price tags - similar to Zara and Reiss. With design offices in Stockholm and Paris, the seasonal collections are sharply cut, cleverly designed and super-cool. Plus, you won't be confined to fair weather trends - the store's concept is built around four fashion tribes, or stories, as it were, which are updated with new pieces each season.
Seven stores are set to open across Europe and the UK this month, with the Regent Street store opening at 12pm today. There's plenty to keep shoppers entertained: the first 50 in line will receive a beauty bag with one person winning a 25% discount card for the entire year, other random gifts will also be handed out around store, while each customer will receive a polaroid as a momento on entrance.