LONDON — H&M’s subsidiary brand & Other Stories is about to get a whole lot more artistic with bold colors and strong silhouettes for its upcoming collaboration with Roksanda Ilinčić’s eponymous label.
The collection will drop online and in stores in May.
“I always enjoy the opportunity to offer designs to new customers who may not usually shop my collections — it is exciting to design something unique for a new audience in many different countries,” Ilinčić said in an interview.
“However, there is always a balance — for this collaboration, the price point limits the level of craftsmanship seen in my mainline, but using different fabrications and subtle details enables us to create pieces that are exciting and beautiful, and we hope to enjoy for a long time,” she added.
A preview of Roksanda‘s collaboration with & Other Stories.
The designer said when she was approached by & Other Stories she was “instantly intrigued” as to what the collaboration would look like.
In preview images of the collection, it seems Ilinčić didn’t hold back — there’s an oversize black hat, where the brim of the hat falls down to the torso of the body, as well as a dress in an amber hue.
The Serbian-born designer said she had a strong connection and shared similar values with & Other Stories “on fashion, art and design — it was a natural conversation from the start.”
A preview of Roksanda’s collaboration with & Other Stories.
Ilinčić is seasoned in collaborations — she’s worked with Barbour, FitFlop and Jigsaw in the past.
She said teaming up with & Other Stories allowed her to explore a new market that let her “venture into new categories which I haven’t explored before. Like my collections, I want to create this emotional connection with the wearer, I constantly reflect on what women want [to] highlight, conceal and celebrate.”
Malin Sone, head of design at & Other Stories, said Ilinčić’s ability to “blend art, architecture and femininity results in a collection that is both empowering and timeless.”