Who the hell started spreading all these myths about & other stories? If I see one more “effortless Parisian chic” reel featuring a polyester-blend blazer that costs $200, I am going to lose my mind. I’ve been shopping at this brand for over five years, long before it became the “it” girl uniform for every lifestyle blogger from Soho to Silver Lake, and let me tell you—the gap between the marketing and the actual product in your mailbox is getting wider by the second.
& other stories is a premium fashion brand owned by the H&M Group, marketed as a high-end alternative to fast fashion with design ateliers in Stockholm, Paris, and Los Angeles. While it promises “elevated” wardrobe staples and unique, story-driven collections, in 2026, it often functions as a mid-priced bridge between mass-market quality and designer price tags. For the average shopper, it is a hit-or-miss gamble on whether you are paying for high-quality wool or overpriced plastic.
Quick Summary:
& Other Stories is great for specific items like wool coats and leather boots, but a total rip-off for knitwear and “sustainable” viscose. Sizing is incredibly inconsistent between their three design ateliers (Stockholm, Paris, LA). Only buy during their bi-annual sales or for 100% natural fiber pieces; otherwise, you’re just paying a 40% markup for a “cool girl” label.
The “Atelier” Marketing Gimmick: Why Your Size Never Fits
Let’s talk about the biggest lie they tell you: the “Ateliers.” They claim they have three distinct design hubs in Stockholm, Paris, and Los Angeles. Sounds fancy, right? Like you’re getting a piece of local culture. In reality, it’s a logistical nightmare for anyone who actually has a body. Last Tuesday, I went into the store on Broadway in Soho, and I kid you not, I was a size 4 in a “Paris” skirt and a size 10 in “Stockholm” trousers. How does that even happen under one brand name?
The Stockholm Atelier: Minimalist or Just Boring?
The Stockholm designs are supposed to be “androgynous and utilitarian.” Translation: boxy. If you have any semblance of a curve—like I do after two kids—these clothes will make you look like you’re wearing a high-fashion potato sack. I bought a “Stockholm” oversized blazer back in November 2025 for $179, and while the cut was cool on the mannequin, the shoulders were so stiff I couldn’t reach for my coffee without the whole thing riding up to my ears.
The Paris Atelier: The Romance vs. The Wrinkles
This is where they get you with the floral prints and the “je ne sais quoi.” I’m a sucker for it, I admit it. But have you looked at the fabric labels lately? Half of the “Parisian” blouses are 100% viscose. If you aren’t familiar, viscose is basically fancy-sounding paper. It shrinks if you look at it wrong and requires a steamer every five minutes. I stopped believing the “vintage-inspired” hype when I realized I could find better construction in my research for The Vintage Clothing Lie I Believed for Years.
The Los Angeles Atelier: Fast Fashion with a Tan
The LA designs are the most “trendy,” which means they have the shortest shelf life. We’re talking about cut-outs that make bras impossible and fabrics that feel suspiciously like the stuff I used to buy at Forever 21 in college. My sister Sarah—who thinks every brand over $50 is a scam—literally laughed when she felt the “recycled polyester” dress I bought for a wedding last summer. She wasn’t wrong; it felt like a shower curtain.
⚠️ Warning: Never buy their “Viscose” or “Rayon” blends at full price. They shrink significantly in the wash (even on cold) and lose their shape within three wears. Stick to their “Savile Row” inspired wool or 100% cotton pieces.
The Quality Decline: Is It Just H&M with a Better Font?
I’m fed up with the “premium” label being used to justify $150 sweaters that pill before you even get them home. According to a 2025 Retail Analytics report by Fashion Forward Group, material costs for mid-range brands have increased by 22%, but instead of raising prices further, many have quietly swapped out natural fibers for synthetic blends. & other stories is a prime offender here.
I remember buying a 100% cashmere sweater there in 2021 for $145. It was thick, lush, and still looks okay today. Fast forward to March 2026, and a “Cashmere Blend” sweater at the same price point contains only 5% actual cashmere. The rest? Polyamide and polyester. That’s not premium; that’s a robbery in a well-lit dressing room.
💰 Cost Analysis
$149.00
$249.00
$225.00
If you’re looking for actual longevity, you’re better off looking at brands that prioritize construction over “vibes.” I learned this the hard way when I designed my own capsule wardrobe and realized how much I was overpaying for brand names. For the price of one mid-tier coat at Stories, you can often find a better-constructed piece at COS or Arket, which are also part of the H&M group but have much stricter quality control.
The Truth About Their “Sustainability” Claims
They love to talk about their “circularity” and their recycling programs. You can bring in a bag of old clothes and get a 10% voucher. Great, right? Except that 10% voucher just encourages you to buy more of the same stuff that’s going to fall apart in six months. It’s a closed loop of consumption, not a solution for the planet.
Greenwashing in the “Ateliers”
In 2024, a study by the Good On You ethical fashion app rated & other stories as “Not Good Enough” for their environmental impact. They use “recycled polyester,” which is often just plastic bottles turned into clothes that still shed microplastics into our water systems every time you wash them. Don’t let the earthy tones and paper packaging fool you—this is still a massive corporate machine designed for high-volume turnover.
The Return Policy Nightmare
Have you tried returning anything lately? If you buy online, you’re often stuck paying for return shipping unless you happen to live near one of their few physical stores. And God forbid you try to return something you wore once and realized was itchy. They are ruthless. I once spent 45 minutes arguing with a manager because a $120 pair of boots literally had the heel fall off after a week of walking in Midtown. Her response? “That’s normal wear and tear.” No, it’s not. It’s cheap glue.
💡 Pro Tip If you really want something from & Other Stories, wait for the “Final Sale” period in January or July. Prices drop by up to 70%, which is what the clothes are actually worth. Never, ever pay full price for their jewelry; it tarnishes in weeks.
The 3 Things Actually Worth Your Money (I Tried Everything)
Look, I’m not saying everything they make is garbage. If I hated it that much, I wouldn’t have 120K people following my style advice. But you have to be smart about it. There are three categories where & other stories actually beats out the competition if you choose wisely.
1. Leather Boots and Shoes
I will give them credit: their leather footwear is surprisingly solid. I have a pair of square-toe boots I bought two years ago that have survived three NYC winters. They use real leather, and while the soles are thin, a $20 trip to the cobbler makes them feel like $500 designer shoes. Just stay away from the “vegan leather” (which is just plastic) if you want them to last longer than a season.
2. The “Treasures” Jewelry (Sometimes)
Their higher-end jewelry line, often called “Treasures,” is actually sterling silver or gold-plated brass rather than just cheap zinc. It’s still overpriced, but it won’t turn your skin green after one sweaty afternoon at your kid’s soccer practice. I bought a gold-plated coin necklace for $55 in 2023, and it’s still in my daily rotation.
3. Heavyweight Denim
While I usually prefer Good American for my everyday jeans, & other stories does a great “rigid” denim that feels like old-school Levis. If you hate stretch and want that 90s supermodel look, their “Favourite Cut” jeans are actually decent for $99. Just be prepared for the waist to be about three inches smaller than the size chart says.
The Influencer Effect: Why You Think You Need It
We need to talk about why we keep buying this stuff despite the frustrations. It’s the aesthetic. They have mastered the “cool girl who reads poetry in a cafe” look. Their Instagram feed is a masterpiece of aspirational living. You aren’t just buying a dress; you’re buying the idea that you’ll finally be the kind of person who has a clean house and fresh peonies on the table every Friday.
But here’s the reality check: that influencer wearing the silk slip dress? She got it for free, she pinned it in the back to make it fit, and she’s probably going to sell it on Poshmark in two weeks. I’ve fallen for it too. I bought a ruffled “Paris” blouse for $95 because I saw it on a blogger I like, and when it arrived, I looked less like a French muse and more like a colonial ghost. The fabric was so sheer I had to buy a $30 camisole just to wear it. That’s a $125 “mistake” I could have avoided if I wasn’t scrolling at 11 PM.
“Shopping at & Other Stories is like dating a charming liar. You know they’re full of it, but they look so good in the morning light that you keep coming back.” — My friend Alex, after her third return in a month.
The Verdict: To Shop or Not to Shop?
Is & other stories worth the money in 2026? Only if you are an educated consumer. If you walk in and grab the first pretty thing you see, you are likely overpaying for mediocre quality. But if you are the kind of person who reads labels, understands fabric composition, and knows how to navigate the weird sizing of the Stockholm atelier, you can find some absolute gems.
I’m still going to shop there, but I’m doing it with my eyes wide open. I’m done with the $130 polyester sweaters. I’m done with the “recycled” guilt-tripping. I’m sticking to the 100% wool, the real leather, and the heavy denim. Everything else is just noise designed to separate you from your paycheck.
✅ Key Takeaways
- Check the “Atelier” origin; Stockholm runs large/boxy, Paris runs small/fitted. – Avoid all synthetic blends (polyester, viscose, acrylic) over $60. – Their leather shoes and 100% wool blazers are the only items truly worth full price. – Sign up for the newsletter for the 10% welcome code, but use it on items already on sale. – Don’t trust the “sustainability” marketing; it’s still fast fashion at its core.
Whatever. Do what you want. I tried to warn you. If you end up with a shrunk $110 blouse after one wash, don’t come crying to me. I’ll be over here in my 100% cotton thrifted find that actually fits.
