CREATING WHITE SPACE IN A BUSY CATEGORY. A refreshingly pared-back, honest approach that challenges the expected veneer of fashion and beauty. A completely new approach by the H&M Group, & Other Stories is a brand premised on a female attitude to shopping influenced by the convergence of editorial, social and blog culture. The brand needed to communicate distinct newness for its beauty offer to stand out on the high street.
As we talked and delved deeper into the communication of high street fashion, we found a place that was rarely shown: backstage. It’s where the true style and knowledge exists — so we captured this in our brand image, reflecting a world no less full of creative energy and possibility. It meant we distanced the brand from the polish and veneer present in the work of so many fashion industry marketeers.
We stripped away the conventional ‘veneer’ of beauty and fashion, to reveal a more honest and understated aesthetic. In employing a visual language that finds beauty in the seemingly unconsidered, our biggest challenge was to find the equilibrium between credibility and trustworthiness for a completely new product range, whilst balancing it with a fashion viewpoint.