H&M’s sister label & Other Stories officially opens its first store in Manchester on Friday 17 June.
Understandably the excitement surrounding this new fashion arrival is almost palpable.
...the ready-to-wear collections marry together the best of Scandinavian street style with Parisian effortless chic.
For some time now, all signs have suggested that high street fashion was no longer a hot investment in Manchester. The combined threat of online shopping and traffic disruptions have caused retailers to flee the city centre in droves: French Connection, Tommy Hilfiger, Monsoon, Jaeger... the list goes on.
Meanwhile, phone companies and Costa coffeeshops continue to multiple like rabbits on heat.
Thus, the arrival of & Other Stories brings some welcome fashion salvation to Manchester. The premium high-street brand has moved into the former French Connection space on the corner of St Ann's Square, offering two floors and 680 square metres of wall-to-wall style.
Bright, airy, and featuring more flat-packed furniture than your average Ikea, this store has all the cool of a Scandinavian loft apartment.
The clothes are equally befitting of the term ‘cool’. Designed by creative ateliers in Paris and Stockholm (arguably Europe’s most stylish cities), the ready-to-wear collections marry together the best of Scandinavian street style with effortless Parisian chic. Mixing fast fashion with strong tailoring, it’s minimalist, modern and unmistakably stylish.
Whilst in close proximity to high-street rivals Zara and Reiss, the store will definitely be a worthy competitor.
Go here for beautiful cashmeres, silks and wools and investment pieces. These are not ‘chuck it in the wash’ clothes, and there’s a clear quality difference here than with your average fast-fashion store.
The prices reflect this quality difference and tend to exceed the £50 mark. Your basics t-shirts average around £25, while silk dresses come in at £95. & Other Stories also sell their own branded beauty products, from body soufflés to eyeshadows.
& Other Stories opens this Friday at 2-4 Exchange Street. Opening hours: Monday to Saturday 10-8pm, Sunday 11:30am-5:30pm.
Here's how it looks: