H&M's New Store Has a Funny Name

The retailer has released a trailer for their new retail concept & Other Stories today on FashionIndie.

Moody photography, scenic landscapes, shoe-focussed action shots?!? Looks like H&M is taking a page out of the blogger handbook for the launch of their latest concept brand, & Other Stories. Launching in 2013, the brand name represents their aim: create a wide range of clothes, bags, shoes, accessories etc. to maintain your own style and create your own story.

What do you think? Are you ready to share your story with H&M?

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