There's a new high street label on the block and it was created by the same teams behind H & M and Cos, but is priced more like Zara and Reiss. The website, which was three years in the making, just launched recently following more than six months of hype.
The new store, which opened on the 8th March is on Regent Street in London but lucky for the rest of us not lucky enough to live in that region, they also have a web store www.stories.com. The label is aiming to change the way we shop, putting more emphasis on personal style and less on all the usual fashion trends doing the rounds. Their vision is to anchor their collections around four style ‘stories’ - which grow and change season to season.
The store doesn't house personal stylists or encourage looks straight from the catwalk, instead opting to coax customers into mix and match from the four different collections. This will allow you to fine-tune your own signature wardrobe, much like the street style we have seen emerging for some time now.
The label has two different ateliers – one in Paris and one in Stockholm. The 'stories' have been named as follows:
‘Poetic & Dandy’ - Parisin chic
‘Sophisticated & Architectural’ - Sports luxe
‘Minimalism and Contradiction’ - Scandi style
‘Industrial & Effortless’ - Graphic chic
I am pretty excited about the beauty aspect of the label because their products already look very promising! Their lip and cheek products especially look right up my street.
Will you be checking this new label out? What has caught your eye?