- New video reveals that collections will be diverse, ranging from masculine tailoring to feminine chic
- Line to be available in the Regent Street store and in cities across Europe
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H&M is the go-to high street store for fashionistas on a tight budget.
But with the help of designer collaborations from the likes of Versace, Stella McCartney and Maison Martin Margiela, the Swedish retailer has upped its game over the years - and it shows no signs of slowing down.
To continue their success story, early this year the store announced that they will be launching a new and more luxurious line this spring.
Named & Other Stories, the line will be available in the capital's Regent Street store as well as in major European cities such as Barcelona, Milan, Paris and Stockholm and now, the brand have given a sneak peak of the line in all its glory.
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Sneak peak: H&M have released a preview of their new luxury line & Other Stories
Secret: The fash pack got a glimpse of the new range, which features bright skirts and strappy sandals, and now the world can marvel the collection
Although the fashion pack were invited to see the collection last week under a strict confidentiality agreement, H&M have unveiled a video showcasing the hotly anticipated range.
Judging from the preview, the label has hit all the right notes and will be offering bang-on-trend items such as a black coat with a cinched in waist, a Breton-striped top as well as plenty of buckled sandals.
Collection: & Other Stories offers women a wide range of shoes, bags, accessories, beauty and ready-to-wear to create their personal style, or story
The star of the collection without doubt is a floor-length gown featuring a plunging neckline and colourful skirts and oversized envelope clutches add some real glam factor.
While the luxury label will be available in seven cities, for those fashion fanatics who aren't lucky enough to have the shop on their high street, the website - stories.com - will make the label available in a host of cities from Denmark to Germany.
According to the H&M website, & Other Stories offers women a wide range of shoes, bags, accessories, beauty and ready-to-wear to create their personal style, or story.
Bang on trend: The range features stylish shorts and a whole selection of skirts sure to please the most demanding of fashionistas
Luxury: High street store H&M are set to launch a more luxurious line called & Other Stories in Spring
The line, which is set to be created by mastermind ateliers in Paris and Stockholm, will focus on high quality at affordable prices.
Speaking about the launch, head of & Other Stories Samuel Fernström, said: 'All of us at & Other Stories are thrilled to open our first stores in some of the major European cities and we are looking forward to offering our collections to an even broader audience through stories.com.'
The firm said collections will be diverse, ranging from masculine tailoring to feminine chic, and aimed to be 'lasting wardrobe treasures within a wide price range'.
Sell-out: When H&M have unveiled new lines in the past, shoppers have been out in force to snap up the goods
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