9 January 2013 - Short Message
H&M announces the launch of the new label '& Other Stories' with #SocialMedia
At this time, the website stories.com is minimized to a carrier of links to Social Media (Facebook, tumblr, Twitter, YouTube; checked today, after Fashionoffice received the press information).
fig. original: The image shows an illuminated book or laptop with the name of the street 'Rue Saint-Honoré' of the & Other Stories shop in Paris.
On YouTube, H&M introduces into the wide range of the new brand & Other Stories with videos about leather craftsmanship (bags - video below), jewellery, shoes, the video 'Rose Revival' references the beauty products of & Other Stories, etc. On tumblr, the first looks of collection items and insights into the ateliers in Paris and Stockholm are published, and on Facebook - well, there is posted partly what appears on YouTube and tumblr, but spiced with a more personal touch such as backstage impressions from the SS2013 collection shooting.
& Other Stories stores will open in spring in ten European countries; seven cities: Berlin, London, Milan... and on stories.com.
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