H&M – new Exclusive Conscious Collection and retail chain.
Last week, H&M revealed that they were launching a retail chain, set to open in 2013. The line ‘& Other Stories’ will be set at a “slightly higher price bracket” according to their press officer Camilla Emilsson, and has already been compared to their other sister store Cos. The company aren’t divulging any more information though, and no news as of yet on the ‘unique’ name choice either (I must admit, it’s not quite as catchy as its three-character counterparts).
But the people at Hennes haven’t focused all of their energy on ‘high quality fashion’ for the new line. They also have a new Conscious Collection, opening in stores on April 12th. The pieces are all made from sustainable materials, and have already been coveted by Amanda Seyfried and Kristen Davies. The cocktail dresses certainly have the wow factor, but they have a lot to live up to following the Marni-mania of last month.

But by collaborating with high-end designers and opening a chain of new luxury stores, is H&M in fear of alienating the customers who love the store for its cheap and cheerful bargains? In dedication, I’ve picked my favourite new-season pieces for under £20.

Trousers £12.99, Bag £14.99, Blouse £19.99, Kimono £19.99, Dress £19.99, Shorts £12.99, Trousers £14.99, Blouse £14.99
So do H&M really need a new upmarket store whenUKsales in the main branch are higher than ever, or should they just stick to their designer collaborations? And more importantly, what DO you make of that ampersand-starting store name?
-Rozi







