Liz Jones: Think you're too old for High Street style? H&M's & Other Stories will make you think again
Should you, like me, be tired of the endless tat: lace body-con dresses; drawstring, print pyjama trousers; cheap, nasty, uncomfortable shoes; and the feeling you are too old to browse fashion on the High Street, then there is a new brand on the block.
It is the answer to the prayers of the woman who wants to look fashionable and classy, but does not want to be relegated to boring, boxy polyester jackets and bias-cut tiered gypsy skirts, the sort of thing we get at M&S.
This new brand, called the rather tongue-twisting ‘& Other Stories’, is an offshoot of the H&M behemoth.
It opened its first British shop on Friday in London’s Regent Street, housing ready-to-wear downstairs and shoes upstairs, and a website is also up and running.
And the great news is that this new brand is classy without being frumpy and edgy without being scary.
Prices are reasonable: higher than H&M and on a par with sister shop Cos, of which I’ve long been a fan.
Above all, though, this label feels new and original.
It makes complete sense for the Swedish chain — which has just shown its H&M autumn/winter collection on the catwalk in Paris and has long dabbled in high-end designer collaborations with the likes of Stella McCartney and Marni — to launch a luxury brand, with ateliers in Paris and Stockholm.
It’s a huge vote of confidence, too, in a calcifying British High Street.
There are, of course, a smattering of very young designs, such as a silver metallic mini skirt, £79, and soft blue parka, £65.
But, like Cos, the lines and shapes are so simple they can be adapted to suit your lifestyle.
Liz's pick of the best: Sheer white shirt (L) £55, Soft parka (R) £65She also rates: This silver braided necklace (L) £39 and Satchel (R) £95
Quite a few of the short dresses in crisp white or a wonderful blue and white ocean print (£65) can be worn over loose silk trousers on holiday or a plain white pencil skirt for work.
A spaghetti-strapped slip dress in cream, £29, would look wonderful over silk cigarette pants, worn with flats and a tan.
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I wager the monochrome trouser suit (£125 for the jacket, £65 for the cropped trousers) will sell out, as will the soft leather biker (at £195, half what you’d pay at Reiss), which has the genius idea of detachable sleeves, meaning you can wear it all year round.
Because the cuts are clever, draping is flattering and the fit is good (especially in the trousers), I think bigger women will love this shop, too.
A pink or black cocktail dress (£65) covers the arms, but leaves a lovely keyhole exposing the back, finishes just below the knee and hugs the bottom wonderfully. Sadly, though, most dresses seem to stop at a size 16, with only a smattering of 18s available.
The bags are big and practical, with wide straps that don’t cut into the shoulder, while the mint green satchel (£95), is perfect for summer: fresh and cheerful and not corporate at all.
I love the high, chunky lace-ups in metallic colours (£89) and gold-heel pumps (£95 — that’s a hundred quid less than you’d spend at LK Bennett), though I am less keen on the Japanese-style rigid high platforms (£145).
The flat loafers and sandals are comfy, in luxe light tans and cherry reds, and at just £69 they are the sort of shoes M&S should be doing.
Of course, there are blips. The website is beautiful and atmospheric, but I’d like it to be more user friendly: we’ve all been spoilt by Asos.com.
But the expensive photography makes you ache for items you didn’t know you liked, such as a silver grey sloppy sweatshirt. I want one, now!
I don’t want to buy the jewellery though — colourful, enamel bangles and rings look cheap — though a silver, knitted, statement necklace (£39) would embellish a cashmere tank top or T-shirt perfectly.
But my biggest hope is that other brands, such as Zara, will follow suit, and up the ante on quality and durability.
Oh, and I hate the name & Other Stories. They should simply have called this brilliant new brand ‘What Women Want’. Because it is. Exactly.
stories.comLIZ JONES SPIES ON: DOROTHY PERKINS, RICHMOND, N. YORKSFashion editors are spoilt creatures. Take the Kim Kardashian Kollection at Dorothy Perkins.
Dorothy Perkins, Richmond in North YorkshireA swanky club with a roof-top terrace was the venue for the launch party, where champagne flowed, Ms Kardashian herself was in attendance and models paraded about in gold body con dresses.
What a different experience it is to venture inside a Dorothy Perkins store in the provinces: lots of black faux suede boots in the sale bin, and little choice.
There is no glamour inside this Dorothy Perkins. Instead, there are lots of old lady blouses and ghastly bags, as stiff as a corpses.
Yet more lace dresses, lace tops, terrible knitwear and faux-leather biker jackets.
There were one or two KK Kollection dresses left — reduced to £25, so I wonder how well the stuff has gone down.
The plus point was that the two staff were very helpful, finding me a nude outfit for a wedding — a chiffony blouse with embellished collar and pencil skirt.
They also suggested a £29 copy of Kate Middleton’s LK Bennett patent courts.
But despite all this, the experience was depressing, especially when a lady called Val said: ‘Are you Liz Jones?’
Um, yes, I replied. ‘If you’re shopping here, times must be hard,’ she said. Wise words!
