SWEDE AND SIMPLE: & Other Stories, H&M’s newest chain, made its retail debut in Paris Wednesday night. The new shop is located at 277 Rue Saint Honoré, a stone throw from Colette, Prada and Lanvin.


Boasting a raw and industrial interior, the two-level boutique offers a generous beauty department and a handpicked selection of non-H&M brands such as Nike, W3ll People and L:a Bruket. Clothes and accessories range from glam to minimalist.


“It’s so contemporary and fun, this is just the kind of stuff that appeals to basically everyone,” said Mimi Xu, aka DJ Misty Rabbit, from behind her mixing table, tracks from Blondie and The Pet Shop Boys among her selections. Xu revealed she was about to launch a line of sunglasses in collaboration with Italian firm Spektre. “It’s called Misty Rabbit and will be out in June,” she announced.

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While party guests kept cashiers ringing all evening, Samuel Fernström, head of & Other Stories, admitted he himself was surprised by the brand’s strong debut, with stores already open in London, Stockholm and Copenhagen, and with Berlin next in line. “We kept everything really simple — from the architecture to the packaging — and focused on the formula instead,” he said of the beauty products, sporting a distinctive Givenchy top bearing a Madonna-like print. “There just isn’t a men’s collection [at & Other Stories],” he shrugged, but then added: “Not yet.”