Image:& Other Stories, Facebook

Traditionally, H&M are known for their ability to spot the latest catwalk trends and quickly materialize these pieces into accessible fashion for the public at large. & Other Stories maintains the feminine chic established by H&M through personal stories founded in the threads of fashion.
 

The store’s creative director, Sarah Hilden-Bengtsson explains the concept saying,

‘We went to different cities and looked at how the impact of social media, street style and bloggers has made women more fashion savvy. Women create looks differently than they did 10-15 years ago. They create their own stories through their personal style and they know fashion.

Image:& Other Stories, Facebook

Social media has made it possible for the personal to become public, and as we Tweet, Facebook or ‘pin’ our favourite trends on Pinterest, we inspire new ways of wearing and using clothes and accessories. From wearing your grandfather’s bowler hat to slinging your sister’s belt around your mother’s old shirt, social media fashionistas are narrating their own fashion stories and publishing them on an array of social media websites. Designer wear – while still glamorously cool – has taken a backseat to individual style.
 

Ultimately the giants that master the ramps of New York, Milan and Paris create fashion for a global public, while & Other Stories markets the impulsive, unpredictable, self-defined style worn by Internet users as they stride through online channels. The retail outlet has incorporated installations that allow customers to edit looks and create a spontaneous style that appears ‘thrown together’ instead of meticulously store-bought. & Other Stories provides the means for women to tell their own stories without the hassle of cutting t-shirts and rolling pants to get the look they want.
 

Image:& Other Stories, Facebook

Image:& Other Stories, Facebook

A section of the London store is called ‘Contradiction and Minimalism’. The installation features a leather dress, and a small selection of shoes, bags and jewellery that will create a full look. The ready-to-wear concept also provides nail polish to match iPhone holders and lipgloss to complement jewellery. In this way, & Other Stories allows women to customise their purchase to suit their individual style.
 

Image:& Other Stories, Facebook

Image:& Other Stories, Facebook

H&M worked on the brand concept for three years before the first & Other Stories store opened in London earlier this month. Since then a store has opened in Copenhagen with more planned for Berlin, Paris, Barcelona and Milan.
 

Images: & Other Stories, Facebook

The collection will include a lot of bohemian items, which made the label as famous. Next spring Marni will bring H&M a lot of bright coloured prints and African inspired designs. Just add some materials of your own wardrobe to have the Marni-style. The collection looks also very wearable what makes it easy to buy a Marni-item.
 

Founder and Creative Director Consuelo Castiglioni:

I wanted to create a true Marni wardrobe by revisiting all our favorite pieces in signature fabrics and prints. As always, I love juxtaposing prints and colors, mixing modern tribal with Bauhaus graphic and adding sporty utilitarian elements.

 
Creative Advisor for H&M Margareta van den Bosch:

We all love the collection here at H&M and we believe that our customers will feel the same way. Marni has such a modern touch with everything they do, mixing prints and accessories in a playful but chic way. It’s fantastic to see how Consuelo Castiglioni coordinates her designs, matching new combinations of prints and colors, with such incredible craftsmanship behind every piece. The collection will arrive in stores at just the perfect time. as the collection will truly prove to be a lovely statement for spring.

Marni will also design a so-called signature print for H&M. Already gone mad and want to know how the collection looks? Watch the video below.
 

Versace’s fall collection will be available starting November 17 in 300 stores worldwide, the so-called pre-spring collection will be available for sale online from January 19. The collection includes both women’s and men’s pieces, as well as home accessories.

H&M has released the first official campaign visuals for the Versace for H&M collaboration, starring the models of the moment Daphne Groeneveld and Linsey Wixson. Photographer duo Mert & Marcus did the shoot, watching the first images I can see that Versace holds on to their own signature and style.

H&M said:

we will look back on the heritage of the brand, full of leather, print, colour and exuberance in exclusive materials.

Watch the making of the commercial and the interview with Miss Donatella Versace, herself!

When I look at the images for the latest collaboration with Versace, I immediately notice the bright colors, mini dresses and wild and floral paterns. Over all the collection breathes sexiness. As for me, I really want the short leather jacket. H&M and Versace set up a competition names: The Very Best of Versace for H&M Collection. Donatella Versace has reached a decision! This is the grand prize winner of Your Very Best of Versace competition.

Photographs: H&M