A woman's tale: H&M launches & Other Stories

Stockholm – Imagining a new way of dressing is the creative concept behind H&M’s digital marketing campaign for its new upmarket womenswear line & Other Stories.

Due to be introduced in European stores in spring 2013, & Other Stories is designed to inspire women ‘with a love for fashion to create their own style through reflecting their personality’, according to the H&M website, where information for the line has just been released.

The Shoes & Other Stories video, posted on Vogue last week, is an inspirational film showing a series of Polaroid-style frames in the form of a slideshow. ‘Documentary-like snapshots tell the story of a day in the life of a Parisian girl, while offering glimpses of the & Other Stories concept and spring collection,’ according to the website. Additional visual creative direction is available on the dedicated Tumblr page.

The clothing and accessories line is expected to focus on sustainability and to be pitched at a higher price point, promoting ‘lasting wardrobe treasures’ for the anti-fast fashion consumer.

Inspirational fashion films are becoming the default medium for brands to promote new campaigns to online fashion consumers who like to share what they find on social networks. We also liked Chloé’s retrospective microsite The Alphabet.