H & M Releases New Retail Concept '& Other Stories'

 - Nov 27, 2012
References: brandchannel & fashionindie
Swedish mega brand H & M has released its first trailer showcasing its new retail idea '& Other Stories.'

The video montage has a blog feel to it. It is made up of Polaroid snapshots following a day in the life of a Parisian girl. The camera focuses in on her apparel and footwear -- or lack thereof in some pics. Along with the whimsical images, a sea of audio noises plays in the background. For instance, the video starts with an alarm going off and ends with shoes clanking as the mysterious girl heads out. The video also captures picturesque snippets of her everyday life -- there is a shot at the Eiffel Tower, a carousal ride, travels by taxi and various walking barefoot.

The & Other Stories trailer is a fresh take on the H & M consumer and the merchandise that suits their lifestyle.