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& Other Stories

The H&M group's latest store concept launches in London

Last week, as the dust settled from a month of fashion weeks, a new branch of the H&M group discreetly opened in London's Regent Street. Emphasising luxury, craft and narrative-led design over fast fashion, & Other Stories launch was documented by our filmmaker Katia Ganfield, and you can see the film above. “Our diverseness comes from building collections around different fashion stories. Ranging from masculine tailoring to feminine chic we’re offering our customers endless styling choices”, says Anna Teurnell, head of design, & Other Stories. With attendees and ambassadors ranging from Gitte Lee to Natasha Khan, this story may prove never-ending.