Global SPA brand ‘& Other Stories’ makes its first appearance on a Korean fashion platform today(June 9) through 29CM, a unique fashion & lifestyle platform committed to being a 'GUIDE TO BETTER CHOICE'.
& Other Stories, a high-end SPA brand under H&M, offers trendy and feminine styles. To diversify its distribution channels beyond offline retail, the brand has chosen to officially launch on 29CM, a platform popular among women in their 20s and 30s. 29CM is offering an exclusive preview of & Other Stories’ 25SS season collection through its visual storytelling content series, “Showcase Plus.”
The number of global women’s brand launches on 29CM has been growing noticeably in recent months. Earlier this year, Australian premium headwear brand ‘Helen Kaminski’ and Singaporean fashion accessories brand ‘CHARLES & KEITH’ both announced their official launch on the platform. This trend is largely driven by 29CM’s position as a leading fashion platform with strong appeal among Korean women in their 20s and 30s. Additionally, the platform’s ability to communicate brand identity through refined and engaging storytelling content has played a significant role in attracting global brands.
The entry of emerging international designer brands on 29CM is also accelerating. Notable names include sustainability-driven labels such as Base Range(France/Denmark), Marine Serre(France), Gimaguas(Spain), and SHUSHUTONG(Shanghai, China). Last month, New York-based lifestyle fashion brand Urban Sophistication, widely popular among global celebrities and influencers, also joined the platform, drawing significant attention.
Global sports brands are increasingly collaborating with 29CM. Major names such as Adidas, Asics, and Puma, along with high-performance running and outdoor brands like On, Arc’teryx, Patagonia, and District Vision, have joined the platform to offer exclusive products for female customers and to expand both online and offline collaborations. Notably, Adidas pre-launched its House of Tiro collection on 29CM in July 2023 — aligned with the rising "blockcore" trend — and it sold out within a week.
A 29CM official said, “An increasing number of global brands are choosing 29CM to connect with Korean women in their 20s and 30s — trendsetters who lead the way in taste-driven consumption.” They added, “We plan to actively support global brands in establishing a strong foothold in the Korean market, leveraging 29CM’s unique branding capabilities across both online and offline channels.”