The quest for affordable, fashion-forward pieces is a constant struggle for the style-conscious shopper. We’re all looking for that sweet spot between trendy fast fashion and investment luxury. For years, & Other Stories has been my personal answer to that dilemma.
As an American shopper who loves European style but doesn’t love European luxury prices, I’ve spent years navigating the world of contemporary brands. & Other Stories, with its promise of design-led pieces from ateliers in Paris, Stockholm, and Los Angeles, has always been a standout.
But in the rapidly shifting landscape of 2025, how does it really hold up? I took a deep dive into their latest collections, compared them to key competitors, and even found some exclusive ways for you to save. Buckle up, style lovers.
What Exactly Is & Other Stories? Beyond the H&M Connection
Let’s get this out of the way first: yes, & Other Stories is owned by the H&M group. But if you think that defines it, you’re in for a surprise. Think of H&M as the reliable, sometimes chaotic mainline store, and & Other Stories as its incredibly chic, well-traveled older sister.
The brand’s magic lies in its three design ateliers. Each one draws inspiration from its city, creating a cohesive yet diverse collection:
- Paris Atelier: Think classic, romantic, and subtly sexy. You’ll find tailored blazers, delicate silks, and timeless silhouettes that wouldn’t look out of place on a stroll along the Seine.
- Stockholm Atelier: Minimalist, functional, and cool. This is where you get your perfect oversized knits, structured trousers, and that famous Scandinavian “effortless” style.
- Los Angeles Atelier: Bohemian, playful, and sun-drenched. Look for statement prints, flowy dresses, and fun, quirky accessories.
This unique approach means you’re not just shopping one brand’s vision—you’re getting a curated mix of three distinct aesthetics.
The 2025 Reality Check: Where & Other Stories Shines and Stumbles
The Shopping Experience: Online & In-Store
For most of us in the U.S., the primary experience is online. Their website is clean, intuitive, and the product photography is excellent, often including video clips—a huge help when you can’t feel the fabric yourself. Shipping is reliable, and returns are straightforward.
A noteworthy point for 2025: the brand has been refining its physical presence globally. For instance, they closed their Beijing flagship store in Sanlitun Village earlier this year after three years of operation. This move was part of a broader strategy to align with market demands and optimize their store network. It signals a focus on markets and locations where their brand resonates most strongly, ensuring a more concentrated and likely improved experience for their target customers.
The Quality & Sizing Lowdown
- Quality: Generally, it’s solid for the price. It sits comfortably above fast-fashion giants like Zara and H&M in terms of fabric quality and construction. I have coats from &OS that have remained wardrobe staples for years. You must read the fabric descriptions. Their synthetic blends are decent, but the pieces in natural fibers—linen, cotton, wool, silk—are where you get the most value.
- Sizing: The eternal hurdle. & Other Stories uses European sizing. My golden rule? Always, always check the size chart and read the customer reviews. I’m a consistent US 4/S, and I almost always take a EU 36 in their tops and dresses. Their pants can run long (thank you, Scandinavian genes!), so petite folks might need a hem.
The Main Event: How & Other Stories Products—and Prices—Compare
Let’s get down to brass tacks. How does your dollar really fare at & Other Stories compared to its main competitors? Here’s a breakdown of some popular categories.
1. The Coats & Blazers (The Crown Jewel)
This is where &OS truly dominates. The cuts are impeccable—modern, flattering, and incredibly versatile.
| Brand | Average Price Range | Key Differentiator |
|---|---|---|
| & Other Stories | $199 – $399 | Designer-inspired details, unique fabrics, three-atelier influence |
| Arket | $250 – $500 | Minimalist, ultra-high-quality basics, exceptional fabrics |
| Massimo Dutti | $299 – $599 | Sophisticated, business-casual elegance, premium materials |
| COS | $225 – $450 | Architectural silhouettes, avant-garde minimalism |
Verdict: &OS offers the most design variety and fashion-forward details in this segment, often at a slightly more accessible price point than its closest siblings.
2. The Knitwear
A strong category with a great range of materials, from affordable wool blends to 100% cashmere.
| Brand | Average Price Range | Key Differentiator |
|---|---|---|
| & Other Stories | $69 – $299 | Trend-driven styles (cropped, chunky), diverse material options |
| Everlane | $100 – $250 | Focus on timeless, basic styles and transparent pricing |
| Madewell | $80 – $200 | Classic, cozy, Americana vibe; frequent sales |
| Arket | $90 – $300 | Focus on high-quality, durable classic styles |
Verdict: &OS wins for those who want their knitwear to make a statement, offering the latest cuts and a wide spectrum of colors.
3. The Shoes
From classic ankle boots to unique mules, &OS footwear is a style goldmine.
| Brand | Average Price Range | Key Differentiator |
|---|---|---|
| & Other Stories | $99 – $249 | Highly trend-focused, unique designs, good leather quality |
| Sam Edelman | $120 – $200 | Classic comfort, reliable sizing, ubiquitous styles |
| Massimo Dutti | $159 – $299 | Sleek, sophisticated, and professional styling |
| Veja | $150 – $200 | Sustainable, ethical production, classic sneakers |
Verdict: For fashion-forward, of-the-moment styles that still maintain good construction, &OS is a top contender.
4. The Jewelry & Accessories
This is a category where &OS truly shines and offers incredible value.
| Brand | Average Price Range | Key Differentiator |
|---|---|---|
| & Other Stories | $25 – $79 | Highly fashionable, sculptural, trend-driven without being cheap |
| & Other Stories | $25 – $79 | Highly fashionable, sculptural, trend-driven without being cheap |
| APM Monaco | $100 – $500 | Elegant, signature motifs, premium branded packaging |
| Madewell | $30 – $70 | Simple, delicate, everyday layering pieces |
| COS | $45 – $125 | Minimalist, architectural, statement pieces |
Verdict: &OS jewelry is the perfect way to elevate any outfit. It feels substantial and fashion-forward without the investment of luxury brands.
Navigating Sales and Promotions in 2025
Like most contemporary brands, & Other Stories has a fairly predictable sale rhythm. To get the best deal, time your shopping around these key periods:
- Seasonal Sales: The biggest markdowns happen at the end of winter (Jan-Feb) and summer (July-Aug), where discounts can climb to 50-70%.
- Mid-Season Sales: Look for smaller promotions throughout the season, often offering around 20-30% off specific categories.
- New Customer Discount: Sign up for their emails! You’ll often get a 10-15% off code for your first purchase.
- Flash Sales: Keep an eye on their app and website for unannounced, short-term promotions.
It’s worth noting that in recent analyses of the market, some experts have pointed out that frequent discounts can impact brand perception. For the savvy shopper, however, this sale rhythm is a bonus.
The Real Talk: User Reviews from My Circle
“I live for their blazers and coats. The quality is consistently great, and I always get compliments. I wait for the sales because even though it’s worth it, a deal feels better.” – Chloe, 32, NYC (Marketing Director)
“The jewelry is my favorite. It’s so unique and doesn’t turn my skin green. I’ve started collecting their hair clips and statement earrings. For the price, it can’t be beaten.” – Sofia, 28, Austin (Graphic Designer)
“I’m a devoted fan of their Stockholm atelier jeans and basics. The silhouettes are just better. But I’m careful with their trendier pieces—I always check the material composition to avoid disappointment.” – Marcus, 35, Portland (Architect)
Final Verdict: Who Is & Other Stories For in 2025?
& Other Stories isn’t trying to be everything to everyone. It occupies a specific and valuable niche.
You’ll LOVE & Other Stories if:
- You value design and trends but have a contemporary brand budget.
- You enjoy mixing high and low fashion.
- You’re looking for unique statement pieces that aren’t owned by everyone else.
- You appreciate European style sensibilities.
You might want to SKIP it if:
- Your primary goal is the absolute lowest price on basics.
- You prefer simple, minimalist basics without trendy details.
- You get frustrated by inconsistent sizing and avoid buying clothes online.
In my opinion, & Other Stories remains a powerhouse for anyone looking to build a thoughtful, stylish wardrobe. It encourages personal expression over logomania and offers a level of design sophistication that is increasingly rare at its price point.
✨ 2025 Savings Alert: Exclusive Ways to Save
While & Other Stories occasionally offers site-wide promotions, being a smart shopper is key. Here are the best ways to save in 2025:
- Welcome Offer: The most reliable discount is for new email subscribers. Sign up for their newsletter to get a 10-15% off code delivered right to your inbox.
- Sale Section Savvy: Don’t sleep on the sale section! It’s meticulously curated and often restocked with hidden gems. This is where you find the best value.
- Student Discount: Unidays and Student Beans often provide a 15% student discount on full-price items.
- Credit Card Promos: Keep an eye on bank offers. For instance, ICBC Malaysia’s Mastercard recently offered 10% off at & Other Stories with a minimum spend. Similar promotions can pop up through other financial institutions.
- Cashback is King: Always shop through a cashback portal like Rakuten. It’s not a direct discount at checkout, but earning 2-5% cashback on your purchase is essentially free money back in your pocket.
Explore the latest from & Other Stories and find your new signature piece.
Have you shopped at & Other Stories lately? What was your best find? Drop your thoughts and your own tips in the comments below! 👇
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