& Other Stories

If you weren’t already aware, H&Ms new retail store ‘& Other Stories’ opens for the first time in London today. A fresh new way to shop fashion, the company have taken inspiration from Fashion bloggers and street style worldwide to create a new shopping experience for us all. Much like blogging, the concept derives from the idea that women like to piece together their own style from multiple platforms of inspiration; be it Polyvore, Instagram, vintage shops or your great grandmothers closet- few people purchase a head to toe outfit from just one shop anymore. The in store layouts are said to boast a thrown together aesthetic- displaying a jacket with a matching bag and nail varnish (much like a fashion editorial or polyvore set) the look has already been styled for the customer. The website design alone shows inspiration from social media sites such as instagram, tumblr and pintrest- platforms that our generation love to stalk daily! creating a far more visual and exciting shopping experience. In my opinion, this is a clever move from the high street brand considering we are fast moving into a unique digital world that is far more interested in the aesthetic of street style and everyday fashion bloggers as opposed to what the editor in chief at our favourite monthly fashion magazine is telling us.

I for one cannot wait to explore the store however until i’m next in London, the website will have to do!

Check it out and let me know your thoughts