Our partner Sara Hildén Bengtsson was the Creative Director and Founder (2010-2018) of & Other Stories together with a small group of creatives. & Other stories was launched simultaneously in stores and online during spring 2013.
The concept was created with the woman in focus.
A woman with a love of fashion creates her own style. She wears things that feels right for her and reflects her personality. & Other Stories is about bringing everything she can wear into one place, focusing on the whole look. The collections are built around inspiring fashion stories created in Paris, Stockholm and LA.
The name & other stories reflects the idea of telling stories. It is an old way of saying short stories and the ‘&’ gives us the ability to create sentences like Regent street & Other Stories or Shoes & Other Stories.
The store concept is created to bring women inside the creative world of fashion. The flexible furniture, florescent lighting and pragmatic interior solutions with a temporary backstage attitude to create an inspiring and ever changing environment. With each location & Other Stories aim to bring forward the existing beauty of the building and show as much of the original details as possible.
The idea of bags and packaging is that less and simple packaging means more resources can go into the product and let the products itself become the focus.
Collaborations: Everyone at & Other Stories. You know who you are. Thank you.