& Other Stories investing in New York
& Other Stories has started its North American adventure. The first store from the H&M group has just opened in New York. Situated at 575 Broadway, the central location has a surface area of nearly 6,500 square feet.
As usual since its launch in 2013, & Other Stories puts a particular focus on accessories, shoes, bags and jewellery, next to the ready-to-wear line. The store, with a second entrance on Mercer Street, took advantage of the location's history, a former ribbon factory, to install its very "workshop" concept.
The arrival of the refined women's line is accompanied by the opening of an e-shop for the entire American market. Used to "editorialising" its website by inviting important figures from the fashion world to make their selection from among the offer, on this occasion & Other Stories invited an icon well-known by connected New Yorkers.
That is how Iris Apfel, shot by Ari Seth Cohen, creator of the blog The Advanced Style, expresses her vision of the brand's 2014-15 autumn/winter collection. The eccentric, 93 year-old businesswoman states that the & Other Stories offer doesn't have an age range but rather speaks to a community. An international community through the ten or so European countries in which the first stores were opened in 2013.
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