Get excited, because this cult fashion brand is coming to Dubai

& Other Stories has created a special Arabic shopping bag for its stores in the Middle East. Photo by Hafsa Lodi
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You may have stocked up on pieces from & Other Stories while vacationing in Paris or Stockholm, but no longer will shopping from the brand require a plane ticket or suitcase. The label will be opening its first Middle East boutique next month in Dubai. Following the Dubai launch, & Other Stories will open in Doha, Qatar.

& Other Stories was launched in 2013 by the H&M Group, and was originally intended to be solely a beauty brand, but on-trend fashion and accessories quickly became part of the label’s DNA. Today, it’s widely considered to be a luxury sister brand to labels such as Cos and Monki. Representatives from & Other Stories, including the Stockholm atelier’s creative director Behnaz Aram, were in town yesterday to give press a preview of what will be available at the new store, which will be located in The Dubai Mall.

There are two key collections: Paris and Stockholm. The Paris collection is playful and feminine, with bright prints, vivid colours and frills. The Stockholm edit, meanwhile, is more structured and tailored, primarily with a monochrome and neutral palette. Expect to find pearl-studded chokers, mixed-print floral bags and geometric earrings, along with the brand’s newly launched stationery collection, in the new Dubai Mall Store.