What brands can learn from & Other Stories’ Spring 2024 release in China

    The Spring 2024 collection from & Other Stories is now available in China, reflecting the trend of high-street brands adopting high-fashion business models.
    Supermodel Alek Wek stars in & Other Stories’ Spring 2024 campaign. Photo: & Other Stories
      Published   in Collaborations

    Fueling the trend of high-street brands adopting high-fashion business models, & Other Stories’ latest Spring 2024 collection positions itself on the lower end of the luxury spectrum.

    Under the creative helm of Johan Svensson, the brand continues its journey of reinvention. The latest campaign, “Create your unexpected,” starring the iconic supermodel Alek Wek, exemplifies how global brands are catering to audiences in both the East and West.

    & Other Stories’ Spring 2024 campaign starring Alek Wek. Photo: & Other Stories
    & Other Stories’ Spring 2024 campaign starring Alek Wek. Photo: & Other Stories

    Striving to garner consistent interest online, & Other Stories will implement a staggered release strategy, launching the collection in China and other global markets on February 22 and March 14.

    The brand’s expansion into the Chinese market, with newly-opened stores in Shanghai and Hangzhou in 2023, underscores its dedication to becoming a more prestigious name around the world. By curating engaging shopping experiences and offline activities, & Other Stories aims to create a sense of community and belonging among its Chinese clientele.

    Furthermore, & Other Stories’ presence on Alibaba’s Tmall since 2019 has facilitated accessibility, allowing Chinese consumers to shop easily online. Currently, the brand has a standard following count on Weibo of 55,000, with #andotherstories at 20.97 million reads. Over on Xiaohongshu, the same hashtag has 1.8 million views, and the brand has 35,400 followers, which is relatively high in comparison to most foreign high-street retailers.

    Since October 2022, when Svensson assumed the role of head of brand identity and creation, & Other Stories has been on a mission to attract more luxury consumers. Svensson brings a wealth of experience from esteemed publications like French Vogue, Harper’s Bazaar, W Magazine, and British Vogue. His vision for the brand blends high-fashion editorial flair with accessible, wearable fashion made for the high street.

    For the Spring 2024 campaign, the Sudanese-British model Wek takes center stage. The collection itself is a testament to juxtaposition — marrying clean-lined, intricately detailed pieces with textured silhouettes adorned with raw-edged elements.

    With the high street needing to cater to desires for a slower, more sustainable industry, expect more mass-market brands to employ high-end business models.

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