Calling all fashion lovers. Would all fashion lovers please report immediately to Regent Street. I repeat, please make your way immediately to Regent Street.
Material Whirl is very, very excited about H&M’s high-end label, & Other Stories which landed with an almighty thump this weekend, launching its debut store on Regent Street. I am already an unashamed lover of H&M and its modern take on fashion. I always devour its in-store magazine featuring inspirational mood boards, new and up-and-coming designers and its unique interpretation of the catwalk trends. I adore the new flagship store on Oxford Street and loved that it was H&M that took over Paris Fashion Week with its catwalk debut within the grounds of the Musée Rodin. Model of the moment Cara Delevingne even walked as part of an army of top models.
Right now though, it is & Other Stories that has me trawling through its trendy website and trying to work out when I can next get to Regent Street. This is H&M’s cool big sister you really want to hang out with.
Filling a two-floor space with a crisp white interior and black spotlights that illuminate all the gorgeous treats on offer, & Other Stories offers minimalist clean lines that are in no way dull. Shiny metallics, towering chunky wedge heels, explosive pops of neon and the edgy and slightly kooky colours that my eye is always naturally drawn to are a perfect way to freshen up my wardrobe for spring (when it finally decides to make an appearance).
The label also offers beauty products and clever accessories which are a core part of the brand, such as preppy leather satchels, on-trend duffel bags and chunky jewellery to update your look. The price tag may be a little higher than H&M, but it is not extortionate. The Evening Standard’s Emma McCarthy described the label as one ‘To help those with champagne tastes on a beer budget‘ and as this is a perfect way to sometimes describe my approach to fashion (and a reflection of my bank account) I couldn’t agree more.
& Other Stories offers something a bit different, timeless and chic style on a high-street budget. I particularly love the makeup with a message - ‘Go girl, seek happy nights to happy days…’ carved into the blusher. Definitely created with this stylist city in mind where you never know where the day will take you…