So, finally, the day had come! We have a new and hip shopping place to visit! Yey! (We can never have enough of those, right??) & Other Stories, a new label under the H&M‘s umbrella, opened the doors in Regent Street on Friday.
The first thing that caught my attention was the design of the store. It felt quite sophisticated but creative at the same time. Quite minimalistic interior design, with a dominating white colour and many wooden as well as glass elements. Huge white staircase in the middle of the store creates kind of a classy feeling which makes our shopping even more enjoyable. And you can’t help but notice stage lights attached to the ceiling across the whole store. Anybody said ‘Cool’?
A few hours after official opening, the two-floor shop was buzzing with stylish fashionistas and, I had a feeling, there were some important fashion people wondering around and judging a new shopping gem too.
OK, so what is this new shop about?
It is something between East London meets modern classic meets new season trends. But it’s really about mixing and matching different pieces and creating your own unique look. Modern cuts and unusual garments differentiate & Other Stories from other high-street stores. I was particularly impressed with an edgy jewellery designs and footwear. Mostly In metallic or black colours, the shoes have the most creative designs I have ever seen (pictures below). East London hipsters will have a place to shop in Central London for sure. And let’s not forget a huge amount of make-up and beauty products available. The prices are also affordable for all of us who can’t really stock up on Chanel just yet..
So let’s get shopping!