H&M has launched its subsidiary & Other Stories in Australia and New Zealand via an exclusive partnership with the online fashion platform The Iconic.

The fashion giant announced the launch in April in its Annual and Sustainability Report, following the launch of sister label Cos online last year.  

The Iconic carries a curated assortment of & Other Stories’ latest clothing, shoes, and accessories, including dresses, soft tailoring, footwear, and wardrobe basics, with prices ranging from $60 to $400.

The partnership, according to both brands, is “the first-of-its-kind for the H&M group in the ANZ market” and will bolster The Iconic’s growing range of local and international brands.

“Australia is home to some of the most fashion-loving women in the world, and we can’t wait to see how they embrace and make & Other Stories their own,” said Lina Söderqvist, MD of & Other Stories. 

The label was founded in 2013 and is designed in ateliers in Paris, Stockholm, and Los Angeles, resulting in a global collection that portrays what H&M describes as “modern womanhood”. The brand’s ready-to-wear range, shoes, and accessories have been spotted on celebrities such as Selena Gomez, Meghan Markle, and Emma Roberts.