The Heritage
The Story of And Other Stories
And Other Stories is a contemporary fashion label that grew out of the H&M Group in 2010. The brand offers clothing, accessories and a modest line of personal fragrances that extend its narrative of modern storytelling. Its scent portfolio includes perfume oils such as Perle de Coco (2017) and body mists like Lemon Daydream, each designed to complement the brand’s emphasis on nuanced style and everyday elegance. The brand positions its fragrances as an accessible way for customers to add a personal olfactory layer to their curated wardrobes.
Heritage
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.
Craftsmanship
And Other Stories works with external perfumers rather than maintaining an in‑house lab, a choice that lets the brand tap into specialized expertise for each launch. For example, the 2017 Perle de Coco Oil was crafted in collaboration with a perfumer known for tropical accords, using a blend of coconut, vanilla and subtle citrus notes. Ingredients are sourced from established suppliers that comply with REACH regulations, and the brand requests documentation of sustainable farming practices for natural extracts. Production takes place in European facilities that follow Good Manufacturing Practice (GMP) guidelines, ensuring consistency across batches. Quality control includes both analytical testing for concentration and sensory panels that evaluate the fragrance’s evolution on skin. The brand’s packaging emphasizes simplicity: glass perfume oils are housed in frosted bottles with minimal labeling, while body mists use recyclable PET spray containers. Each product undergoes a stability test to confirm that scent profile and color remain unchanged over a twelve‑month period, reflecting the label’s commitment to reliable, everyday luxury.
Design Language
Visually, And Other Stories presents a clean, editorial aesthetic that mirrors its fashion collections. Fragrance bottles feature clear or frosted glass with thin, matte caps, allowing the scent’s colour to become the focal point. Labels use a thin sans‑serif typeface and a muted palette of pastel tones, reinforcing the brand’s understated elegance. The packaging often incorporates subtle metallic accents that catch light without overwhelming the design. In retail spaces, fragrance displays sit alongside clothing racks, framed by soft lighting and natural wood fixtures, creating a seamless transition between visual and olfactory experiences. Marketing imagery favors natural settings—urban rooftops, sun‑lit studios, quiet interiors—where models interact with the product in a relaxed, un‑posed manner. This approach underscores the brand’s belief that fragrance should feel like an extension of one’s personal style rather than a separate, overt statement.
Philosophy
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.
Key Milestones
2010
And Other Stories opens its first stores in Stockholm and London as a new label within the H&M Group.
2013
The brand launches its inaugural fragrance, Secret Haven Body Mist, marking entry into the scent market.
2016
Canvas Perfume Oil debuts, expanding the line into concentrated fragrance formats.
2017
Perle de Coco Perfume Oil and matching hair fragrance release, highlighting a multi‑use scent strategy.
2019
Avant‑Garde Air Body Mist arrives, showcasing the brand’s experimentation with airy, light compositions.
2022
And Other Stories announces a partnership with a sustainability consultancy to audit fragrance ingredient sourcing.
At a Glance
Brand profile snapshot
Collection
5
Fragrances released
Avg Rating
4.2
Community sentiment
Release Rhythm