& Other Stories has cut the ribbon on its first Middle Eastern store in the Dubai Mall, UAE, today and here Vogue Arabia reveals a first look inside the boutique while shopping its summer offering (naturally). Owned by the H&M group, expect a medley of bang on-trend key pieces at affordable price points.
With designs studios across Paris, LA, and Stockholm, the brand offers the crème de la crème of Scandi cool – wardrobe staples with edge – and feminine but kooky pieces with flair. “Combined with her love for fashion, the Middle Eastern woman has a unique approach to her look, but always maintains her own personal style for every occasion, and this is what our brand is essentially about,” managing director Samuel Fernström tells Vogue Arabia.
The European-based brand is set on appealing to the Middle Eastern customer with its signature cool collections, launching with its LA Atelier summer offering and its core ranges. “When we set up the LA Atelier, we had the Middle East customer in mind by focusing on sunnier regions,” says Fernström.
“The Middle East is recognized as one of the key fashion hubs,” Fernström says. “It was only a natural step for us to enter the region, starting off with Dubai, which has become such an amazing cultural melting pot, made up of women from different backgrounds and fashion styles. Our next step will be opening a second store in the region this autumn, which will be in Qatar.”
As part of its retail offering, there’s more than womenswear and accessories on offer. “We also felt our beauty assortment was an important ingredient when entering the Middle Easter market. We’re treating beauty as the start-off point of every look, never as an afterthought,” Fernström says. Cancel this afternoon’s social plans and go stock up on those summer makeover essentials, beach buys, and high street hero finds that fuse LA-meets-Gulf edge. Stat.