If someone told me I could only shop in one store forevermore, & Other Stories might just clinch it. I’m not sure what I ever did before the H&M Group’s carefully curated and hugely covetable brand sprung onto the high street in 2013. More grown-up than the stores that had carried me through my teenage years and early 20s, there was a brand that felt like shopping in a well-stocked boutique and carved out its own must-haves, rather than mimicking short-lived trends.
And the novelty hasn’t worn off—for the product has only grown stronger and my love for it even fonder. Initially great for basics with a twist (and products to add a design edge to your bathroom #shelfie), it’s now a destination for whimsical tops, printed dresses and blazers that sell out overnight (this wool style blazer has been particularly popular) and inspired collaborations. Its sub-brands are also a unique touch; rather than having lots of different product ranges, the collections are designed under one name but the atelier is noted in the label, be it in Los Angeles, Stockholm or Paris.
I’m not alone in my adoration of & Other Stories. Check out what it’s particularly good for in real life, and our favourite pieces to shop now.
