& Other Stories gets styled by Blogosphere fashionistas

By

Anaïs Lerévérend

Published
May 23, 2013

& Other Stories, the new store concept by Swedish giant H&M, peers at fashion through the wrong end of the fashion world's telescope. Clearly inspired by streetstyle fashion and blogs, the women’s clothing brand has naturally created its own bespoke communication style. Thus, without much public fanfare, & Other Stories is finding its target market by getting mention on the Web and hobnobbing with online fashion icons. These tastemakers are not necessarily spokespersons for the brand but rather sources of inspiration who give their take on the store’s collection under the rubric “Stylist Story.”

Right now, the & Other Stories e-commerce website, launched in April, is featuring the current Parisian it-girl and muse of hype, Jeanne Damas. The story shows her picks for the store’s current collection in a photo session of a hip night out in Paris, very insider for viewers in the know. The next Stylist Story tastemaker is Elisa Nalin, an Italian stylist based in Paris who has worked for Vogue Japan and Dazed & Confused. She also volunteered herself for a photo shoot with her apartment and neighborhood as backdrop, as seen by another writer and blogger Tamu McPherson.

& Other Stories “edited by” Elisa Nalin will also have a physical component in stores that features her picks and pairings from the & Other Stories collection. Since its launch a few weeks ago in March, the new medium-range brand has opened seven stores in European capitals including Milan, Paris, London, Stockholm, Berlin, Copenhagen and Barcelona.