Swedish high street label H&M has made headlines with a string of high profile designer collaborations from Isabel Marant to the most recent Balmain collection, but it's lesser audible sister brand – & Other Stories – has been quietly producing its own collaborative collections, with lesser-known designers.
Its list of uber cool, under-the-radar, designers include people like Rachel Antonoff, Clare Vivier and Lykke Li. The newest recruit is a stylist who appears frequently in street style galleries, but otherwise is relatively unknown outside of the industry – Ada Kokosar.
The collection will launch September 17 and in the meantime, all the promotion is being plugged through Instagram via the newly created account – @adakokosarstories. This appropriately low-key marketing method is authentically without billboard fanfare, although it has been picked up by such titan fashion publications as Vogue, which can't hurt.
A series of 'work in progress' preview pictures have already appeared on the account and more will continue to appear ahead of the collection's official on-sale date.