How to build a fashion brand: lessons from & Other Stories

After six years as creative director at & Other Stories – the H&M-owned global fashion brand she co-founded in 2010 – Sara Hildén-Bengtsson has left to set up a design and concept studio for retail brands. Here, she shares the key to & Other Stories’ success and offers some advice for creating a great customer experience

WRITER

Worthing

CREATIVE DESIGNER – BRAND

Maidenhead, Berkshire