The long-awaited brand by H&M opened its first store on rue Saint-Honoré, one of the main shopping streets of Paris, in spring 2013 and instantly became popular among the local quaintrelles. Originally designed as a cosmetics company, & Other Stories eventually became a full-size brand of women clothes, underwear, footwear, accessories and cosmetics, of course. The target audience is a city girl, bohemian but boyish, refined and minimalistic. The brand focuses on quality materials (leather, angora, silk, wool) while keeping the prices low. Their style is closer to COS than to more mass market H&M, and it also emphasises minimalism. A spacious two-storey industial-style store has so much clothes, shoes and adornments, that even the most demanding customers won't leave it empty-handed. With an average price of 85€ for peep-toes, less than 100€ for a dress and 10-15€ for accessories, there is no way you will stop because you exceeded the size of your suitcase.
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