How H&M is getting down with Tumblr's teens (& Other Stories)

As 'remix' culture becomes increasingly popular, people are placing a greater value on self-expression than ever before. & Other Stories is a mid-range conceptual clothing brand that encourages customers to build their own 'stories'.

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As 'remix' culture becomes increasingly popular, people are placing a greater value on self-expression than ever before. Nowhere is this shift more visible than in high-street fashion, where street-style has encouraged individuals to literally fashion themselves. Tapping into this, & Other Stories is a mid-range conceptual clothing brand with a difference. Rather than racing to release catwalk copies, it creates mid-season diverse collections from which customers are encouraged to build their own ‘stories’, creating a sense of interaction and personalisation that is often missing from fast fashion.