H&M christens the states with it’s new brand.

Fast fashion lovers heaved a collective swoon this morning after learning that H&M’s sister brand & Other Stories had arrived stateside, with it’s first NY brick-n-morter store opening tomorrow and it’s e-commerce website opening for business today (the influx of traffic has already crashed the site once, so it may be best to cool your jets.) The Swedish megabrand is branching out all over, with it’s more sophisticated older sibling COS appealing to the haute fashion set, and now & Other Stories gets to play too.

& Other Stories was initially conceptualized as a premium beauty brand with clean lined Swedish packaging and an affordable price point, but the store has since bloomed to carry other closet staples and accessories. The Cotton Care line is a big hit, with it’s all-purpose, fragrance-free Plush Balm already sold out worldwide, and the body care line alone is the worth celebrating, with a body scrub, hand soap, and body and hand lotion.  BONUS: remaining true to H&M’s commitment to eco-friendly fare, empty & Other Stories beauty products can be returned to the store for an additional 10% off your next beauty purchase. So if you’re in NYC this week, you can pop in and re-curate your cosmetics case. And if your not, you can just pretend by ordering from their website here.


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