H&M's new high-end label, & Other Stories, launches in London today with the opening of its debut store on Regent Street. Last night members of the press were given a preview tour of the two-floor space, so we have curated our highlights to give you a taste of what to expect when the shop opens its doors at 12pm today.
Simple lines and clean timeless silhouettes in an array of colours dominate the inaugural collection - think sculpted white summer dresses, floor-length maxis in vibrant teal, metallic miniskirts and knitwear in pops of neon. Accessories continue the theme of Scandinavian minimalism, with highlights including transparent brogues, black mules with chunky heels, drawstring leather duffle bags, sleek shoulder styles and satchels in brown and pink shades. The label has also collaborated with a range of designers this season, including The Lake and Stars, Clare Vivier, Abigail Lorick Im and Alyson Fox. The interior has a stripped-back appeal, exposing the building's original features.
Beauty played a key role (unusually for a high street store), pulling together a mix of well-presented brands to offer a comprehensive selection of products.
Shoppers visiting the store today will be provided with refreshments and umbrellas as they queue outside, the chance to win a discount card valid all year and special gifts, which will be handed out all day.
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