& Other Stories

Today is the day H&M launches their new luxurious label & Other Stories. I must say they did a pretty good job at making all fashion victims in the world incredibly curious about this.
The sneak previews looked very promising, a mixture between the seriousness of COS mixed with a hint of Cheap Monkey’s playfulness and all this in a divine quality. You get it, they got me curious too!

The most exciting thing to me however is their superb branding. The logo, the packaging of the make-up, the bags,… The dialogue between digitalization of the analogue design of the written logo and dip-dying the shopping bags is what makes their way of branding extraordinary.
The question remains, will their clothes be as implacable as their branding?
To be continued…