& Other Stories: Prologue

Today the & Other Stories Regent Street shop opens its doors to the public, being the first one worldwide to welcome the style hungry mass. Eager to see their designs online this morning, I logged on their tumblr-like website and had a browse. Their lines (they have everything from RTW, lingerie and beauty collections, just like their younger sister H&M) are very Scandi meets French, well what else could've come out from their design studios in Stockholm and Paris? Everything is very clean and sometimes their products look a bit like Acne's, especially the shoes.

Apart of the tumblr layout, the models don't showcase the products in a traditional way, standing in front of a white wall and holding a bag. No, & Other Sotries have clearly used the worldwide success of blogs and took it to their advantage. Models walk around the city seemingly in a rush, just like Carolina Engman from Fashion Squad, dressed in the brand head to toe and posing for the photographer how a professional blogger would do.

Everything feels very now, very current. Let's see where & Other Stories will take us. Dive in chapter by chapter...

images via stories.com, collages by me