Last week I attended the opening of &other stories brand new store in London at 72, Kings Road. Their other store on Regent's street has been open for a couple of years now and is a regular shopping destination of mine. Whenever I mention the name &other stories to clients or friends, not many have heard of it, so shhh! I'm sharing a big shopping secret here!

It is owned by H&M and is widely known for it's diversified fashion collections with great attention to detail and quality at an affordable price. The brand has personality, a personality that I love and understand the more I shop there. It has become one of my go-to places online and instore throughout the last few seasons. They offer women a wide range of shoes, bags, accessories, beauty and ready-to-wear to create their own personal style. What impresses me most is that the pieces they design are lasting wardrobe treasures within a affordable price range.

At the opening of 72, Kings Road the store was packed full of models, bloggers, actresses and fashion writers all walking around the store with their fashionable mini bottle of Pommery Champayne. The store is over three floors and has been designed to provide endless styling choices, where beauty and accessories are just as important as clothing.

After milling around the store collecting enough garments to fill a rail, I headed to the fitting rooms to try them on. All around me were feathered necklaces, floppy fedora hats and gorgeous forest green scarves, enticing me to buy them!

After trying on an array of fabulous treasures, including the fluffy white fur coat, a floral midi dress, a forest green polo neck and a burgundy stripe jersey dress, I opted for the grey crew neck dipped hem jumper, at £55 it was a steal!

As for the future of this brand, it's looking bright, strong and at the forefront of current society. They recently did a capsule collection, filled with covetable, easy-to-wear pieces that also had a passionate underlying message. The brand invited five creatives to shoot, style and model the images - all of them transgender. The resulting campaign images broaden and explore the representation of both gender and identity within fashion.

Next for them is a collaboration with fashion design house Rodarte to create a capsule collection, further raising the bar on high-street and high-fashion collaborations. The collection that is due to land online and in store next Spring, will comprise ready-to-wear, accessories and shoes.

I can't wait to get back to the new store in the next couple of weeks, but in the meantime you will find me on their website browsing their inspiring fashion stories, just itching to buy more!


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