H&M have confirmed their latest venture into fashion will be called ‘& Other Stories’ but are not elaborating any further and super-stylist Rachel Zoe is striving for a lifestyle empire.
The Swedish company Hennes and Mauritz – who also have COS, Monki and Cheap Monday in their stable along with H&M – have registered trademarks and a logo for the new brand.
Press officer Hacan Andersson said, ”It is correct that H&M will launch a new chain in 2013 called & other stories, but this is all the available information we have as of today.”
The company is said to be planning the new project after it launches its sustainable red carpet range, entitled the Exclusive Glamour Conscious Collection, on April 12.
Designer Behnaz Aram, who joined the company’s design team in August last year, is thought to be heading up the new luxury brand.
Michelle Williams has already shown her support for the Exclusive Glamour Conscious Collection line, wearing one of its monochrome floor-length gowns to the BAFTAs.
Speaking about Michelle, a H&M representative previously said, ”H&M approached Michelle Williams’ stylist Kate Young and they showed great interest from the start.
”We felt that this was a fantastic opportunity and a new and exciting way to show our design.”
The stylist and designer is aiming for her fashion empire to encompass every aspect of clothing and accessories so people can dress ”head-to-toe” in her clothes.
She said, ”I’m not just launching ready-to-wear – I’m launching a lifestyle brand. I want head-to-toe Rachel Zoe. I want this to be getting dressed with my jewelry, my shoes, my bags, my gloves, I want it all.”
Rachel’s debut collection was unveiled in the US last autumn, to mixed reviews, but Rachel said she knows she was never going to start at the top of the fashion chain, and is happy to work her way up.
She added to Los Angeles Confidential magazine, ”The last thing I’m going to do when I come out with a collection is try to be Marc Jacobs. I’m not trying to make a huge statement, I’m just trying to make beautiful, wearable, tailored clothes.”
The reality star also took the opportunity to comment on her long running feud with former assistant Brad Goreski, which has continued for over a year and has seen them both sling very public insults at each other in the press.
When asked whether she had seen Brad’s new reality show ‘It’s A Brad, Brad World’, Rachel said, ”All I know is I have the best team in the world. And that’s the first time I’ve ever felt that way. And no, no – I don’t think I can watch that.”