& Other Stories sets up design studio in Los Angeles

By

Anaïs Lerévérend

Published
Mar 17, 2017

& Other Stories has enlarged its aesthetic inspiration. The Swedish brand, launched by H&M Group in 2013, already has two design studios -- in Stockholm and Paris, but has added a third location. The fashion, accessories and beauty retailer now has a new studio in Los Angeles. 

Maintaining a very international approach to design, & Other Stories will compose collections with a third design team. Adding to the silhouettes and accessories conceived in Paris and Stochholm, the womenswear brand will craft Californian references into its offerings.

"LA is a city with multiple facets and creative orientations, which open up a world of possibilities. There's a vibrant, creative culture that reigns here, which extends across many domains: fashion, art, cinema and music. Maybe it's the deconstructed Californian beauty, the relaxed rhythm and the sun that attracts talented people here," said Samuel Fernström, managing director & Other Stories, in explaining the choice for LA.

LA's a city with which the brand already has a history. In the past, & Other Stories has turned to Californian artists and designers for more diverse collaborations to stock in store.

The first LA-designed collection will be available in around 50 & Other Stories stores and concessions from March 30. The retailer will make a clear emphasis on each varying city via its marketing and merchandising functions.