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Exclusive Video Reveal: & Other Stories

By Leisa Barnett

The big story on the high street right now is the upcoming launch of & Other Stories, the new luxury line from H&M – and ELLE has landed an exclusive video preview that shows exactly why we should all be getting excited.

Spring/summer 2013 is all about ‘masculine tailoring, industrial aesthetics, feminine chic elements and the poetic bohème’, we’re told. And, with ready-to-wear, shoes, bags, accessories and beauty covered, it’s over to the & Other Stories girl to create her own fashion narrative.

The short teaser film for the line’s inaugural collection – below – finally shows what’s only been previously revealed in glimpses. So that embellished V-neck becomes a sleeveless, plunge-neck blouse paired with a pair of covetable ankle-cropped trousers, and the camera pans out from that boxy, top-handled bag to reveal a slouchy Breton T tucked into a slinky purple midi skirt.

It stars models Melodie Monrose, Beegee Margenyte, Melissa Stasiuk and Katryn Kruger and was shot in Stockholm, where the brand is based, in conjunction with an atelier in Paris.

Feeling inspired? Watch this space. The brand has already committed to opening seven stores – one on London’s Regent Street – over the next couple of months, as well as an online destination, stories.com.

With a focus on ‘great attention to detail and quality at an affordable price’, it’s little wonder we can’t wait to add a piece or three to our sartorial libraries.

First look: Vanessa Paradis' H&M campaign

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