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Swedish fast fashion giant Hennes & Mauritz is now the proud owner of its very own premium label.  On Friday, March 8th, the company opened the doors to its new concept store, “& Other Stories.”  The store, a bi-level, 10k sq ft space on Regent Street in London, is said to have been influenced by our blogging and social media culture.

According to the Guardian, “the concept for the brand, and its website, www.stories.com, came from the notion of women creating their own look inspired by multiple, often personal, sources such as eBay, their parents of grandparent’s wardrobes, thrift stores and fashion brands.  The Creative Director, Sara Hilden-Bengtsson believes, “women create looks differently than they did 10-15 years ago. They create their own stories through their personal style and they know fashion.”  As a result, you won’t find on-trend, off the runway ideas behind the designs of their merchandise, which includes makeup, jewellery, shoes, bags and clothing.

The company is set to open a Copenhagen location, with plans to expand into Berlin, Paris, Barcelona and Milan.  There is no word yet as to if or when they plan to venture into the U.S market.

StyleBlazers, would you shop the label?

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