& Other Stories is a young company, founded in 2010 in Stockholm, headquartered in H&M. It initially deals with the high-quality cosmetics industry, with the help of make-up artist Lisa Butler, and after a few time, it starts to deal also with clothing and accessories as well.
The mission of this new brand is to give women freedom of expression through a brand and to expand H&M's customers through their original, fashionable and trendy dresses.
The Oxford Street store in London, like others, has a design that recalls the style of northern Europe, through colors and materials.
& Other Stories uses higher quality materials and fabrics than H&M and wants to integrate new independent stylists or existing famous brands, who are specialized in something, for example, collaborating with both Nike and Adidas for shoes;
With respect to clothes, there are collaborators like Rodarte, Ada Kokosar, Sadie Williams, Faux real, Claire Vivier, Vika Gazinskaya, Rachel Antonoff, Lykke Li and Zana Bayne.