‘& Other Stories’ launches to hip bunch of creative women on eve of IWD

by Katie on March 8, 2013

It was the hippest store opening I’ve enjoyed for a while, for a brand that is certainly worthy of all the pre-hype, presented on the eve of International Women’s Day. Welcome to ‘& Other Stories’, the sister brand to Cos (for grown-ups) and H&M (for teenagers).

This was ingenious. The merchandising, the make-up (what a range of colour), the basics, the styling, the shoes and accessories, all shout difference – the closest high street version of Celine, Chloe and Wang that you will enjoy. It’s an instant rush and a definite hit offering a whole new mood that’s just so different from what’s already out there. And, with a design team that hailed from studios like Sonia Rykiel etc, it’s a no brainer to realise that this is affordable new design with a real point of difference.

While hoardes of extremely fashion forward women supped Pop champagne with personal messages inscribed on bottles, their attention was fully on the range. Women were bagging new finds and concentrating on being the first to wear as much as they were enjoying the evening.
“It’s been a very special night for us, and it feels fantastic to see our stores come to life – both here in London and online, and finally get to meet our customers”, said Samuel Fernström, Head of & Other Stories. 
Guests like Nataha Khan (Bat for Lashes), Mary Charteris, Portia Freeman and Tiphaine de Lussy wore their favourite pieces from the collections to the 1000 sq metre store on two levels, styled up in their own inimitable way. That’s the beauty of ‘& Other Stories’. You can take one piece and style it up or down and it still looks paired back. I bagged the perfect grey sweatshirt that I’ve searched long and hard for, and rocked it over an ’80s Frank Usher sequin top –  spangle meets lowdown daywear. Said Anne Teurnall, Head of Design & Other Stories, “It’s delightful to see so many great personalities putting together their own looks with our pieces. Their interpretations really inspire me.”

Parallel with the first store, the online shop opens on stories.com for customers on March 8th and provides delivery to Belgium, Denmark, Finland, France, Germany, Italy, The Netherlands, Spain, Sweden and the UK. ‘& Other Stories’ is found at 256-258 Regent Street and opens on 8th March at 12pm.

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