&OtherStories is H&M’s latest sub-brand, it’s only been around for a year or so and already killing it with it’s visual direction and design aesthetic. It’s a more trendy, chic version of Cos solely for women. The Scandinavian aesthetic oozes minimalism and avant garde cuts with clever visual merchandising thats cohesive throughout all the physical and digital platforms. Brand messaging done right. For their latest campaign, they’ve released a short film by director Wendy McColm which features French blogger/Alexa Chung Jeanne Damas humorously portray the tormented soul of the self-indulgent ‘Bohemian’ who can’t decide what to wear. Watch on the reverse. I know we don’t cover womenswear but I wanted to share the brand’s art direction with you, it’s one of the best I’ve seen in a while. Sign up to their weekly newsletter!
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There’s a darker subtext that points to the changes that need to be made in women are portrayed in the fashion industry.
Check out the endless scroll on their site for more images: &OtherStories