H&M opened its upmarket label & Other Stories amidst a blaze of press hype in spring this year. A luxury label with leanings towards an Acne/Marant look! Former APC and Sonia Rykiel designers! Achingly cool concept stores! And with prices described as ‘premium high street,’ this seemed like the brand we’d been waiting for. Visiting the store however, didn’t quite live up to the fashion pack’s buzz; there was a quiet, calm vibe rather than that rush of retail excitement. And people didn’t seem to be trying anything on – never mind less buying. There were lots of things that I liked, but not quite enough to get me heading for the tills. But I figured it might just be a slow burner. And I was right.
For Autumn/Winter 2013, & Other Stories has produced a much more cohesive, mature collection, of which this rather lovely blouse is just one example. Yes, it’s a simple, long-sleeved top. But it’s one that people are always going ask you ‘oooh where did you buy that?’ Dress it up with a sleek pencil skirt or flirty mini, or go casual and wear with jeans – the modern, structured neckline and loose, feminine form make this look a lot, lot more expensive than it actually is. And that painterly watercolour print makes a style statement too, with soft colour washes that mean that it’s going to work with 75% of the clothes you already own. Fashion fixed.
The Reflections Long Sleeve Top is available to buy at & Other Stories.