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H&M teases digital content ahead of & Other Stories line launch

There’s some nice digital content going on to seed the launch of H&M’s new upmarket concept, & Other Stories.

The womenswear line, which will include ready-to-wear, shoes, bags and accessories, was teased through a one-minute video on Vogue.co.uk this week (as below).

The “Shoes & Other Stories” spot sees a series of polariod frames streamed one after the other as though a slideshow. It features a woman walking around Paris barefoot until she receives a delivery of & Other Stories footwear.

“Documentary-like snapshots tell the story of a day in the life of a Parisian girl while giving glimpses of & Other Stories’ concept and SS/13 collection,” reads the write-up.

There’s also a Tumblr page in action showcasing all manner of inspiration and product shots (including some from the film), as well as a couple of what looks like the & Other Stories team at work in the atelier.

Facebook, Twitter and a website have also launched, the latter inviting fans to sign-up in order to “receive tons of inspiration on a regular basis because we love to share our secrets, tips and tricks with you”.

The line aims, it says, to inspire women to create their personal style, or story. It will launch for spring 2013 in stores and online in selected European countries. Expect lots more to come…

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Vogue.co.uk enables photo alerts for SS12 shows

With Milan Fashion Week well under way, I wanted to draw attention to Vogue.co.uk’s new Photo Alert sending service.

Users are now able to sign up by email to the spring/summer 2012 shows they’re most interested in seeing to receive notification the moment the images are up.

The launch surrounds the website’s new “season pages”, which feature all of the upcoming shows in one place.

Designed to fill with content whatever size screen you have, the page scrolls alongside a fixed right hand column for advertisers. Entire past seasons are also available.

According to Peter Miller, head of product development & technology at Condé Nast Digital, moving forward, these pages will also contain beautiful editorial descriptions of the show and trend highlights from each season, as well as what was big in fashion news at the time.