& Other Stories (H&M’s more buzzy brand) opens in Soho – v. cool store!!

3.5 Stars

LOVE their use of plants throughout the store. Feels very clean and fresh!

Thanks to my pal, fashion maven Sheri Radel Rosenberg, I got motivated to check out & Other Stories this past Saturday.  It has a really cool Scandinavian vibe – very open, light woods, clean lines and I just LOVE their use of plants throughout the store.  The clothes look a little more grown-up and sophisticated – something you’d wear to work. Coats were awesome.  Also cool, they are doing a line with Iris Apfel – although their in-store merchandising of the line is a little sad. They have a large (expensive) shoe collection and their toiletries and cosmetics are well merchandised but the products I tested, leave a lot to be desired. The scrub literally left my hands taut and dry for 2 days. Here’s the background/philosophy on the line from NY Magazine:  The clothing (along with shoes, and clutches, and body scrub, and nail polish) is designed exclusively in two small ateliers, in Stockholm and Paris, and the philosophy is simple: Perennial closet staples don’t need to be subtle. Think dramatic black palazzo trousers and gold stud earrings inspired by water lilies.

More plants in the bag and accessories department

More plants in the bag and accessories department

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Iris Apfel deserves a little more in-store presence than this image hung on a clothes hanger!

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Very extensive shoe collection but very pricey and leather did not feel particularly soft and comfortable

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Beauty department – love the cabinets (and all the plants!)

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Very cool in-store sinks to try soaps and scrubs

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Beautiful home fragrance displays and photography

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More plants, more candles, love the displays

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Fragrance story-telling is very cool

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