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WOMEN

H&M targets women with new fashion brand

H&M, the world's second-biggest fashion retailer, said on Wednesday that it will launch a chain of stores targeting women in seven European cities, in a bid to attract new customers.

H&M targets women with new fashion brand

“The new fashion brand ‘& Other Stories’ will offer women a wide range of shoes, bags, accessories, beauty and ready-to-wear” garments, the company said in a statement.

“During spring ‘& Other Stories’ is launching its first stores in Barcelona, Berlin, Copenhagen, London, Milan, Paris and Stockholm,” it said.

The brand will also be available in online stores in Belgium, Denmark, Finland, France, Germany, Italy, the Netherlands, Spain, Sweden and Britain.

H&M was overtaken in 2011 as the world’s biggest fashion retailer by Spanish rival Inditex, the owner of Zara, which has been quicker to expand into emerging markets.

Another reason for the Spanish group’s success has been its larger portfolio of brands, which includes the upmarket Massimo Dutti and the Zara home furnishing chains.

Unlike Inditex, H&M until six years ago only had its own brand, which is heavily reliant on young customers whose spending has been hit by the economic crisis.

Since then the Stockholm-based company has tried to broaden its customer base by launching brands such as COS (Collection of Style) and Monki that target a slightly older, more affluent audience.

H&M said the new chain aimed to “design lasting wardrobe treasures within a wide price range.”

“In the creative ateliers in Paris and Stockholm diversified fashion collections are designed with great attention to detail and quality at an affordable price,” it said.

AFP/The Local/dl

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STOCKHOLM

Stockholm Pride is a little different this year: here’s what you need to know 

This week marks the beginning of Pride festivities in the Swedish capital. The tickets sold out immediately, for the partly in-person, partly digital events. 

Pride parade 2019
There won't be a Pride parade like the one in 2019 on the streets of Stockholm this year. Photo: Stina Stjernkvist/TT

You might have noticed rainbow flags popping up on major buildings in Stockholm, and on buses and trams. Sweden has more Pride festivals per capita than any other country and is the largest Pride celebration in the Nordic region, but the Stockholm event is by far the biggest.  

The Pride Parade, which usually attracts around 50,000 participants in a normal year, will be broadcast digitally from Södra Teatern on August 7th on Stockholm Pride’s website and social media. The two-hour broadcast will be led by tenor and debater Rickard Söderberg.

The two major venues of the festival are Pride House, located this year at the Clarion Hotel Stockholm at Skanstull in Södermalm, and Pride Stage, which is at Södra Teatern near Slussen.

“We are super happy with the layout and think it feels good for us as an organisation to slowly return to normal. There are so many who have longed for it,” chairperson of Stockholm Pride, Vix Herjeryd, told the Dagens Nyheter newspaper.

Tickets are required for all indoor events at Södra Teatern to limit the number of people indoors according to pandemic restrictions. But the entire stage programme will also be streamed on a big screen open air on Mosebacketerassen, which doesn’t require a ticket.  

You can read more about this year’s Pride programme on the Stockholm Pride website (in Swedish). 

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