A Tale of Two Textures
PARIS WWD MILESTONES COLLECTIONS LANVIN, NINA RICCI, CHLOE RICK OWENS AND MORE. AT 60 PAGES 6 TO 10. LAUNCHING ANOTHER FORMAT H&M Gets Ready For Other Stories By ALEX WYNNE PARIS — Despite disappointing third-quarter results, fashion behemoth Hennes & Mauritz AB is ramping up store expansion and writing a new chapter with & Other Stories, its new brand set to launch next year. FRIDAY, SEPTEMBER 28, 2012 ■ $3.00 ■ WOMEN’S WEAR DAILY On Thursday, the Swedish retailer said it would launch the concept, aimed at fashion-conscious WWD women with a “personal look,” with eight to 10 stores in Europe’s style capitals. “We’re focusing on the whole look. [For] women creating their look, the shoes, the bag and the neck- lace are just as important as the ready-to-wear,” Samuel Fernström, head of & Other Stories, said in an exclusive interview with WWD. A Ta le The stores, which will average 7,500 square feet in size, are to offer a wide range of categories and prices, including a large shoe and handbag offer, jewelry, accessories, cosmetics, lingerie and rtw, with “quality” and “attention to detail” being key, Of Two according to Fernström. “We have different design teams focusing on differ- ent parts of the collection,” he said. The creative de- partment for & Other Stories is based largely in Paris, and is led by head of design Anna Teurnell, although a second, smaller team is based in Stockholm. Tex t u res “Paris brings a tomboy look with poetic hints Nicolas Ghesquière sent out a — tough yet feminine designs, while our atelier in Stockholm is responsible for a minimalistic touch, beautiful Balenciaga collection, some raw edges, sensuality and sharp tailoring,” steering intricate cuts and fabrics Teurnell explained.
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