After all the social media hype and fashion whisperings at last, today the stores open and the website is live
& Other Stories, the much awaited new concept by H&M opens today on Regent Street in London.
There is a young designer look to the lingerie which definately gives it an edgier fashion look. Plenty of soft triangle bras by The Lake and Stars and Abigail Lorrick mixed together with inhouse styles such as multistrap and longline bras, big briefs and soft body and vest styles. Website lots great, clean modern easy to shop. The concept reminds me of the Urban Outfitters lingerie model which I have always loved, linking up and supporting young or small niche designer brands by giving them a global platform.
Off to the store later will let you know
Ciao for now