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| PHOTO CREDIT: MARIE-CLAIRE UK |
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| WWW.STORIES.COM |
Hennes and Mauritz AB, better known as influential Swedish
retail group H&M, launched brand “& Other Stories” in March 2013 with seven
locations across Western Europe and an e-commerce website. The H&M entity focuses on the creative
styling component of "inspiring fashion stories” through ready-to-wear. The aesthetic
of the & Other Stories concept is design oriented in a way that focuses
on the rising trend in consciousness of artistic product presentation and the selection of Pinterest
enviable pieces.
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| PHOTO CREDIT: AND-OTHER-STORIES TUMBLR |
The creative-collaborative component of the poetic take, on
accessories, jewellery, lingerie and cosmetics, is there as well. On Thursday, the brand released their initially titled "Co-lab” with Alyson Fox, American
illustrator and graphic/found object artist, who has previously worked with similarly
aligned commercial companies West Elm, Of a Kind, Candy Store Collective and
Verabel.
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| PHOTO CREDIT: AND-OTHER-STORIES TUMBLR |
The secondary and closer to Cheap Monday priced clothing, differentiates
from the H&M product offering through it’s independent collective feel and
a sense of well acquainted, stylized plainess. The collaborative effort with
Fox has personal interest appeal. It recognizes an awareness of graphic design
elements and the appreciation of her artistic point of view. Geometric blending
of pattern and colour, featured in the collection, is rhythmical and sensitive to
what is fundamentally pleasing to the eye.
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| PHOTO CREDIT: VOGUE |
& Other Stories elaborates on the
idea of what is considered to be a basic by creating new understanding of communicating
symmetry with sincere personal style. It answers the question of what can be
innovative about a simple triangle. And everything about it is balanced,
artistic and pointed.
Sources: & Other Stories, Vogue.com UK, Marie Claire UK, The Business of Fashion, AlysonFox.com
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