How do you build a brand that everyone loves? That’s well-made, accessible, uncomplicated, wholesome and so diverse even your grandmother will find something to wear? The Swedes at & Other Stories thought of a nifty new way to attract the entire world to their stores. Their brand image is not one or the other; it’s everything, because they cater to different cities, rather than to different people. There’s the bohemian, sexy, cute Paris atelier. And the minimal, sleek, sophisticated Swedish atelier. And now there’s also the casual, easy-going, soulful Los Angeles atelier. Each studio designs their own collection mindful of and inspired by its daily surroundings and inclusive spirit.
For the launch of their #StoriesLA component the H&M company invited me to find “myself” in their collection and take it to the streets of Los Angeles. I’ve been in solitary confinement at my friend’s house on top of Trancas Canyon in Malibu (to finish my book) so for the past few weeks my world has revolved around lizards, frogs, snails, epic views of the ocean and the magnificent, sprawling yellow flower fields that have hijacked the canyon since the rainfall earlier this year. It truly is a sight for sore eyes, and the most tranquil place to get shit done. Anyways, it’s a great collection, and even if you don’t like what I’m wearing, or how I styled it, I want to bet your grandmother you will find your flavor in the store!
Photos by Janell Shirtcliff.