Who doesn't know or yet visited the And Other Stories shop in the centre of Amsterdam lives under a big rock. The first time I entered And Other Stories it took me two and a half hours to see everything. And Other Stories is a fashion brand under the big H&M group. They offer a wide range of shoes, bags, accessories, beauty and ready-to-wear for women to create their personal style, or story. They have creative ateliers in Paris and Stockholm where they design diversified fashion collections with great attention to detail and quality at an affordable price. For me this is how all shops should be, it's not only the diversity of fashion items, but for me more important the ambiance and effort that are put into. Every visit over and over again, I leave with a big smile, red (excitement) cheeks, an empty wallet and a bag filled with clothes, lingerie and beauty items.
Another thing what I love about And Other Stories is the way how they describe their vision. For me as a stylist I often get the question 'What is your style?', or 'how can I define my own signature look?'. A lot of women think that when they put on one of the big leading fashion trends at the moment they are well dressed. But that is not style, especially when you copy every trend. There is a big change that the trends doesn't suit you or your body type. So before you do, define which body type you have and if it suits you as a person. It is just like And Other Stories said: today, a woman with a love for fashion creates her own style.
She wears things that feel right to her and reflect her personality. And Other Stories is about bringing everything she can wear into one place, focusing on the whole look. We believe shoes, bags, jewellery, lingerie and beauty are key for styling and just as important as clothing.
Photography by Afagh Morrowatian