The secret’s out. & Other Stories is coming to the high street. Creative director Sara Hildén and designer Philomène Tellaroli tell Carolyn Moore what shoppers can expect
It’s the high street brand fashion addicts have been hooked on since it launched in 2013, but certain Irish fashion insiders would probably admit to being a little peeved that & Other Stories is set to open its doors on Grafton Street on December 9.
It’s not that they won’t be queuing up to nab this season’s must have fashion, accessories, and beauty products, it’s that — though the H&M-owned brand has been available online for a number of years — without a bricks and mortar store, there was a mystique to it that made every customer feel like it was her little secret.
But the secret is out, and — spoiler alert — & Other Stories is about to become your favourite place to shop.
With a considered approach to design, affordable price points, an environmental policy rooted in Scandinavian pragmatism, and product lines addressing your every need from the moment you step into the shower in the morning till your head hits the pillow at night, for its diehard fans, & Other Stories has become more than just a store, it’s a lifestyle.
So what is the story with & Other Stories, and what can Irish customers expect?
Fittingly, in Dublin’s historic Marsh’s Library, surrounded by ‘stories’, creative director Sara Hildén and designer Philomène Tellaroli filled me in.
Dedicated to producing diverse collections that allow women to express their personal style and create their own style ‘stories’, & Other Stories’ name, Sara explains, “suggests that every product is just part of the picture — like the way it works in a book title, so you might have Murder on the Nile… & Other Stories.” “It’s a way for women to tell their stories,” Philomène continues, and it’s a concept that has set the brand apart and inspired nothing short of a cult following.
All items from & Other Stories
“We love looking at the hashtag #andotherstories on Instagram,” Sara reveals. “We see women putting together their outfits, doing still life shots with the fashion and the beauty; it’s inspiring to see what people like and how they use things.
“Because we have two design ateliers — one in Stockholm and one in Paris, and as we speak we are setting one up in LA — it gives us an interesting dynamic,” she continues. “It’s a good way of creating a brand that has a different look.
“We’re creating a modern brand that we think is about personal style, and for us the different ateliers are all about diversity — you should mix and match them, use them to create your own style.
“The & Other Stories woman is creative with fashion,” adds Philomène.
“She picks what she loves.”
This season, she’s picking from Stockholm’s Japanese-inspired tailoring and timeless separates, and the playful, retro-futuristic “Celebration” collection from Paris, and when we asked Sara and Philomène to choose the items that should feature in your style story this Christmas, they picked party ready pieces that will take you from desk to dance floor in jig time, and accessories with the power to transform an outfit instantly. And if you just can’t wait to get your story started, buy now on stories.com
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