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& Other Stories New Collaboration Is The Opposite Of Minimalism

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The paired back Scandi minimalism that first drew us to brands like & Other Stories and its sister labels Arket and Cos is over. Done for. Cause of death? Gucci and its zealous followers. Eccentric and exciting, the newest era of more-is-more maximalism is being ushered in by a collaboration between & Other Stories and House of Hackney.

‘We love & Other Stories’ silhouettes, print treatments and how meaningful the brand’s social messaging feels. The collection that we created together is a heightened version of nature. We were inspired by British psychedelia, vibrant fabrics from our local Ridley Road Market, and the bohemian mood of the Bloomsbury Group,’ said Frieda Gormley, one half of the husband-and-wife team behind the interiors label. The brand, which launched in 2011, has become known for their idiosyncratic mixing of pattern, colour and willingness to experiment with historical references.

Sure floral patterns are about as original as pastel and stripes for spring, but when designed by the interiors label House of Hackney for & Other Stories they bloom into a lively pastoral vision of summertime. There’s a William Morris quality to these print designs that lend a quaint aesthetic even when the shapes are definitively modern (thinking of that darkly coloured co-ord). The shapes have an eighties twinge - especially the one-sleeve ruffled midi dress and the zebra print accent scarves.

Anna Nyrén, Head of Co-labs at & Other Stories, added, ‘House of Hackney transcends trends and plays in a quirky world of their own. We wanted to add to the playfulness of the co-lab collection by styling the pieces to fit the personality of each zodiac sign.'

This limited edition range launches in-store and online on the May 24th with prices caring from £49 to £125.