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& Other Stories video premiere

The mysterious Swedish brand (via Paris) goes viral ahead of its SS13 debut

Spring sees the launch of new Swedish fashion brand & Other Stories, offering ready-to-wear, shoes, bags, accessories and beauty, with make-up at the core of the collection, the colours changing with the season to complement the clothes.

With ateliers in Paris and Stockholm, the idea behind the brand is to give women freedom of expression via one label – from cool modernism to a more romantic side. With the clothing designed by two design duos, garments from different themes are encouraged to be mixed, creating personal edits of their looks.

So far so enigmatic – no interviews can be published yet. But here Dazed Digital gets a sneak peak of the Ocean Print from their upcoming SS13 debut, featuring designer Behnaz Aram, ahead of the brand's official channels.