& Other Stories caters to the budding fashionista that’s since graduated from the inexpensive fast-fashion of H&M and Topshop who is now looking to build out a wardrobe as a bridge towards a broader subset of emerging designer brands with a higher price tag. Owned by Swedish retail giant H&M, & Other Stories provides a more upmarket offering than its parent and is affectionately dubbed the ‘little sister’ of the fashion titan. It differs from the master of mass-market churn, however, thanks to its collaborations with designers such as Rodarte, Zana Bayne and Lykke Li, in addition to holding its own offices and atelier in Stockholm, as well as a second atelier in Paris. Offering a wide range of ready-to-wear, shoes, bags, accessories and an expansive beauty collection, the offshoot focuses on building out a narrative for shoppers that allows them to create their own full complete look via a single visit to the store. Drop in after a hectic day of sightseeing and leave with a vampy evening look – foxy perfume, heels, clutch and all. Ranging from masculine looks featuring structured tailoring to feminine-chic and flirty looks, the brand provides a more youthful and sporty offering than H&M’s other label, Cos, which focuses on minimalists looks with an androgynous, corporate edge. Check out the large shoe plaza backroom, devoted to sneakers, loafers, pumps and sandals, featuring exclusive co-labs with major designers, and be sure to leave with one of the store’s seasonally-updated shopping bags. Think of it as the new Zara on your travel to-do list.
