Heritage
A house, in its own words
And Other Stories launched in Stockholm in 2010 as part of the H&M Group’s strategy to reach shoppers seeking a more curated, editorial experience. The first stores opened in Sweden and the United Kingdom, offering ready‑to‑wear collections that drew on three creative studios in Paris, London and Stockholm. In 2013 the label introduced its first fragrance, a body mist called Secret Haven, marking a deliberate expansion beyond apparel. The following year the brand added Pink Noon and Ginger Wishes, both body mists that reflected the label’s playful yet refined aesthetic. By 2016 And Other Stories released Canvas Perfume Oil, a more concentrated offering that signaled a deeper commitment to olfactory products. The 2017 launch of Perle de Coco Perfume Oil and its matching hair fragrance broadened the line into multi‑use scent experiences. In 2019 the brand introduced Avant‑Garde Air Body Mist, a scent that highlighted its willingness to experiment with lighter, airy compositions. Throughout its growth, the label has maintained a retail presence in over 30 countries, with flagship stores that showcase both fashion and fragrance under a unified visual language. The brand’s evolution reflects a steady layering of product categories, each anchored by the same editorial sensibility that defined its early collections. And Other Stories treats fashion and fragrance as parallel forms of personal storytelling. The brand believes that a well‑chosen scent can act as a quiet narrative device, echoing the same attention to detail that guides its clothing designs. Its creative direction draws from three European studios, allowing designers to translate seasonal trends into wearable art while perfumers translate mood into aroma. The label values inclusivity, offering a range of scent intensities—from light body mists to richer perfume oils—so customers can select a fragrance that matches their daily rhythm. Sustainability also informs its philosophy; the brand reports using recyclable packaging where possible and seeks ingredients that meet ethical sourcing standards. By keeping its fragrance line modest in size, And Other Stories aims to avoid overwhelming consumers, instead encouraging them to explore a curated selection that aligns with the brand’s broader editorial voice.