Last Friday, H&M launched its new concept store “& Other Stories.” It is a more upscale, personal, and unique version of what a regular H&M store would be like. And I for one and in love! The store embodies much of what I believe in as a blogger and fashion influencer. The Creative Director, Sara Hilden-Bengtsson spoke of the idea behind the new brand stating, “women create looks differently than they did 10-15 years ago. They create their own stories through their personal style and they know fashion.” YES, we sure do! This isn’t you grandma’s fashion world anymore. The rules are gone and we are free to play. The only bad thing about this launch is that it isn’t available to those of us in the US, but I will be patiently waiting. For all you international ladies visit their site to see the new offerings.