& Other Stories

From the onset, intimacy has been woven into & Other Stories’ DNA. This Swedish brand used to fly relatively under the radar compared to major fashion brands and was only brought to the limelight when spotted on an editor or when it appeared on Google results for “brands like H&M.”

The catch is, & Other Stories is actually a sister brand of H&M—the quiet middleground between the fast-fashion giant and its other buzzy label, Cos. Founded in 2010, & Other Stories was initially conceived as a beauty brand, but quickly evolved to include a vast range of ready-to-wear clothing and accessories for women.

Exuding thoughtful femininity, & Other Stories’ designs are proudly produced in-house. They have ateliers in Paris, Stockholm, and Los Angeles. The goal is to collate different tastes and perspectives—the delicate French aesthetic, the pragmatic Swedish sensibility, and the cool, carefree vibe of the West Coast woman—under one brand.

           

& Other Stories introduces these designs through four mini-collections per season. In addition, the brand occasionally collaborates with designers—something they like to call Co-Lab. Unlike H&M, their approach to collaborations is more organic: they usually connect through members of the & Other Stories team, resulting in a mix of well-known brands and up-and-coming designers.

Curious fashion lovers would be delighted to know that & Other Stories has over 60 locations across the world, but you can also find them online. While not flashy, their website does have an inviting mood to it. The product pages are complete with descriptions and beautifully candid photography.

At the bottom of the menu lies You & Other Stories, where customers of the brand are featured. It’s refreshingly diverse, just as it should be. & Other Stories designs for every woman who simply adores fashion—no matter the age or background.