The wait is finally over. H&M’s hotly anticipated new fashion label, & Other Stories, opens its doors on Regent Street at 12 noon TODAY. Helpfully the capacious store – spread over two floors on the former site of Mamas & Papas – is on our regular cut-through from Topshop to Liberty. Like COS, & Other Stories is owned by H&M but designed and produced independently, aimed at a more fashion savvy shopper. Over thirty-five designers, many from established style brands like Acne and Sonia Rykiel, have worked on four distinct looks. These include an urban, industrial look featuring chunky dog chain chokers and metallic leather mini skirts. There’s also a softer, feminine aesthetic in which you’ll find elegant, backless dresses (like the one pictured) and floral blouses. There’s even cool, contemporary work wear for women who don’t like Next or Banana Republic. We especially love the made-in-Italy shoes, which include chic flat leather sandals for just £39. Effort has been made to keep prices as affordable as possible – a draped pencil skirt will set you back £45; the perfect knitted breton top is £39 and nail polishes are just a fiver. The first 50 customers in line today will receive a beauty bag with one person winning a year-long 25% discount card, there will also be snacks and special gifts. See you in the queue. Maggie Davis
TOP FIVE BUYS
Boxy pink leather shoulder bag, £79
Fuchsia backless dress, £65
Dog chain necklace, £39
Madras lime nail polish, £5
& Other Stories, 256-258 Regent Street, W1B 3AF. For info, see stories.com.