Join me on a stroll through a unique store experience…
& More Stories is a tale of creative product collections that breaks the mould of traditional fashion story grouping.
Fashion powerhouse H&M plays a strong hand in a format where the assortment is bought and displayed around personality and “style” and not fashion and trend. The retailer cuts straight to the customer with collections such as “Poetic & Dandy” and “Sophisticated & Architectural,” and whilst the desciption may not role off the tongue the stories are tight and focused combining fashion with accessories, jewellery with lingerie, beauty with boots. All is housed in an eco-friendly non-committal environment where every story tells a picture.
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