H&M’s hotly anticipated new fashion label, & Other Stories, has just opened its doors on Regent Street. While the name doesn’t exactly roll off the tongue, the clothes and location are bang on the money. The capacious store – spread over two floors on the former site of Mamas & Papas – is handily located on our regular cut-through from Topshop to Liberty. What started as a beauty concept three years ago, quickly evolved into a fully fledged fashion brand offering accessories, lipsticks, lingerie and frocks that match. Genius. Like COS, & Other Stories is owned by H&M but designed and produced independently, aimed at a more fashion savvy shopper. Over thirty-five designers based in Paris and Stockholm, including many from style brands like Acne and Sonia Rykiel, have worked on four distinct looks. These include an urban, industrial look featuring chunky dog chain chokers and metallic leather mini skirts. There’s also a softer, feminine aesthetic in which you’ll find elegant, backless dresses (like the one pictured) and floral blouses. There’s even cool, contemporary work wear for women who don’t want to wear Next. We especially love the made-in-Italy shoes, which include chic flat leather sandals for just £39. Effort has been made to keep prices as affordable as possible – a draped pencil skirt will set you back £45; the perfect knitted breton top is £39 and nail polishes are just a fiver. Those with more cash to splash might want to shell out £195 on the striking wave-printed leather dress which seems good value for money in context (that’s about as expensive as it gets).
& Other Stories is number 5 in our list of the 100 best shops in London.