Video: & Other Stories London launch
Drapers braved the rain, along with some of its fellow Londoners, to head down to Regent Street’s latest arrival & Other Stories
Umbrella in hand and surrounded by every type of British high street shopper, I was prepared to be wowed by the H&M group’s premium-style collection. Evidently, I wasn’t the only one with high expectations, as the bloggers, stylists and fashion lovers of London waited almost hours with anticipation in the pathetic, piddling spring rain.
The determination of the sea of mainly girls was not unrecognised by & Other Stories staff, as the impeccably dressed shop assistants came bearing free pots of nuts and the occasional spare umbrella. The generosity of & Other Stories didn’t end there, as shopper (and blazer-hunter) Beth was greeted on entrance with 25% discount on all purchases for a year.
Amongst the pandemonium of the queue, I found Bridey, who had biked to the event- certainly a more stylish arrival than me- sweating, with oyster card in hand. Enthused by a high-end H&M style range, Bridey had a particular pair of platforms in mind, and heard of the opening through a newspaper article sent to her from friend.
Some were less sure of what they wanted, and were just keen to witness another instalment of the H&M group’s retail genius. Waiting at the very end of the queue didn’t deter this girl, who also had her eye on the popular platforms.
At the strike of midday, the shoppers made their way inside - in much more of an elegant and calm fashion than some of H&M collaboration openings. It was clear that the typical & Other Stories customer differed significantly to that of their older sister, H&M. These girls knew exactly what pieces they were after, and selected items which complimented their already sleek style.
Staff were hopeful, yet hesitant to comment on the success of the new store in the first few hours, and repeated ‘it is hard to tell’ a number of times. I made an educated guess, given the number of smiling customers exiting with bursting bags of purchases, that first day sales had not gone badly.
An hour spent browsing in Regent Street’s & Other Stories is an hour of absolute pleasure. With the faint familiarity of H&M, the store is a new and exciting friend of a friend. The items are laid out in an accessible way, yet displaying the high quality, exclusive style perfectly.
I left satisfied with my newly purchased statement necklace placed, so thoughtfully, in a rain-proof carrier bag, with a complimentary lipgloss- what more could a girl want?