17 Brands Like & Other Stories for Chic, Modern Fashion
Three of the five things you wore last week came from the same shop. That's the point where a favourite brand stops being a discovery and starts being a uniform, and & Other Stories makes it an easy line to cross.
& Other Stories is the mid-range womenswear brand in the H&M Group stable, selling clothes, shoes, bags, accessories and beauty. It opened its first shop on London's Regent Street in spring 2013 and designs from two ateliers that pull in opposite directions, Stockholm sharp and minimal, Paris quirky and feminine.
One brand can only cover so much ground, though, and yours is starting to show. Here are 17 alternatives in the same contemporary bracket, each one picked for something & Other Stories doesn't do.
Quick comparison:
- Closest to & Other Stories: Arket, Mango, Whistles
- Cheapest: Zara, Madewell
- Most premium: A.P.C., Massimo Dutti, The Frankie Shop
- Minimal and architectural: COS, Reiss
- Print, colour and personality: Rixo, Anthropologie, Ganni
- Sustainability-led: Everlane, Reformation
- French and romantic: Sézane
- Fit-led everyday pieces: Aritzia
| Brand | Price | Best for |
|---|---|---|
| Zara | Mid-range | Testing a micro-trend cheaply |
| Mango | Mid-range | Mediterranean tailoring |
| COS | Mid-range | Architectural shapes |
| Aritzia | Mid-range | Fit above all else |
| Everlane | Mid-range | Knowing where it was made |
| Reformation | Premium | Occasion dresses |
| Sézane | Mid-range | Parisian everyday pieces |
| Anthropologie | Premium | Clothes plus a whole house |
| Rixo | Dresses £195 to £385 | Prints no one else has |
| Massimo Dutti | Premium | Natural-fibre tailoring |
| A.P.C. | Jeans $370 | Raw denim that ages |
| The Frankie Shop | Blazers $215 to $495 | Oversized tailoring |
| Reiss | Premium | Work clothes with structure |
| Arket | Mid-range | The like-for-like swap |
| Ganni | Tops from £110 | Scandi colour and print |
| Whistles | Tops from £35 | Quiet British separates |
| Madewell | Mid-range | American denim and basics |
Zara
Zara is the fastest way to test a silhouette you aren't sure about yet. It belongs to Inditex, the Spanish group that also owns Massimo Dutti, and the speed is the entire proposition. A shape shows up on a runway in September and a wearable version reaches the rail within weeks, priced in the mid-range bracket.
& Other Stories works to a slower, tighter edit, so its ranges hang together as collections. Zara throws volume at the same problem. That helps when you want a trend early and works against you when you want the piece to still look right in three years, which is worth knowing before you buy the statement item instead of the plain one.
Best for: Trying a micro-trend before you commit real money to it.
Mango
Mango is the Barcelona answer to Scandinavian restraint, and the warmth shows in the cut. The brand sells through more than 2,900 physical points of sale across over 120 markets, and has spent four decades building a house style around fluid tailoring, linen separates and leather accessories in the mid-range bracket. Mango Home now sits alongside the clothes.
Where & Other Stories leans arty, Mango leans polished. Its trench coats and wide-leg trousers read more expensive than they cost, which makes it the obvious pick for anyone whose wardrobe has to survive an office five days a week.
Best for: Mediterranean tailoring that goes straight from desk to dinner.
COS
COS takes the architectural road where & Other Stories takes the romantic one. The two are siblings inside the H&M Group, which is why the fabric quality feels familiar and the design language doesn't. COS runs 247 stores across 49 markets with online shops in another 38, and builds every season around clean geometry, heavyweight cotton and a palette that rarely strays past cream, black and camel.
Pieces sit in the mid-range bracket. Oversized wool coats, sculptural knit dresses and crisp poplin shirts do the heavy lifting. If you love the make of & Other Stories but skip past the prints every time, this is the natural next stop.
Best for: Minimalists who want shape and fabric to carry the whole outfit.
Aritzia
Aritzia has built a following on fit rather than novelty. Founded in Vancouver in 1984, it now runs more than 140 boutiques across North America and sells through a portfolio of its own in-house brands, each aimed at a different mood, from tailored workwear through to weekend knits. Prices sit in the mid-range bracket.
Like & Other Stories, Aritzia builds around clothes you can wear to work and keep on afterwards. The difference is how much of the design effort goes into the pattern block. Sizing runs consistent across its labels, so once you know your fit in one, you can buy the rest online without the returns dance.
Best for: Anyone who's given up on guessing sizes across brands.
Everlane
Everlane publishes a public list of 22 factories, naming each one by location and by the category it makes, from denim in Bien Hoa to cashmere in Dongguan. It has signed the Transparency Pledge, an industry standard that asks companies to disclose their supply chain partners, and it prints a cost breakdown next to the price of a product.
The range stays narrow on purpose: cotton tees, straight-leg denim, cashmere crews and leather totes, in the mid-range bracket. & Other Stories gives you prints and statement pieces alongside the basics, while Everlane stays in the basics lane and gets good at it. A factory list tells you where clothes are made, which is one question of several, and our brands like Everlane guide looks at the wider picture.
Best for: Building a plain wardrobe you can trace back to a named factory.
Reformation
Reformation is where the & Other Stories shopper goes for the wedding, the party and the summer holiday. The Los Angeles brand sells across dresses, denim, knitwear, shoes and a full bridal range, with silk and linen doing most of the work.
Prices land in the premium bracket, above & Other Stories and below designer. The silhouettes run warmer too, with higher slits and lower necklines than anything in the Stockholm atelier. Buy it when the invitation is the reason you're shopping.
Best for: The dress you'll be photographed in.
Sézane
Sézane is the French label that turned a monthly product release into an event. Silk blouses, denim and knitwear with some character make up the bulk of it, in the mid-range bracket, and the whole thing reads as a boutique edit rather than a mass release.
Both brands give you that small-shop feeling where each piece has a point of view. Sézane pushes harder into romantic detailing and heritage French references, so if the Paris atelier is the half of & Other Stories you shop, this is the closer match. We've mapped the rest of that aesthetic in brands like Sézane.
Best for: Parisian pieces you'll wear on an ordinary Tuesday.
Anthropologie
Anthropologie sells you a whole world rather than a wardrobe. Trading since 1992 and now running over 200 stores worldwide, it covers apparel, accessories, intimates, beauty, bridal, furniture and garden, which is a much wider spread than & Other Stories attempts.
The clothes go full bohemian where & Other Stories channels its creative streak through a Scandinavian and Parisian filter. Embroidery, hand-painted prints and globally sourced textiles fill the racks. Printed wide-leg trousers and heavily detailed blouses are the pieces people stop you about. Worth knowing before you switch: the clothing sits a price tier above & Other Stories, so this is where the standout piece comes from rather than the weekly restock.
Best for: Dressing rooms and living rooms in the same order.
Rixo
Rixo started in 2015 in the living room of a London flat shared by two university friends, and the prints are still the whole identity. Co-founder Orlagh hand-paints the original artwork alongside an in-house print team, which is why the florals don't look like anyone else's florals. Dresses run £195 to £385, with the Aubrie Cotton Midi Dress (£195) at the accessible end and the Marlice Silk Midi Dress (£385) at the other.
& Other Stories does beautiful prints. Rixo makes the print the reason the dress exists. There's also a RIXO recycle line cut from imperfect and rejected fabric, which started when the founders went looking through a supplier's scrap pile. More options in the same vein sit in our brands like Rixo roundup.
Best for: A wedding guest dress that won't turn up twice in the photos.
Massimo Dutti
Massimo Dutti is the grown-up end of the same Spanish group that owns Zara. It began in 1985 as a menswear label, joined Inditex in 1991 and added womenswear in 1995, and that tailoring heritage still shapes the range. Silk shirts, wool-cashmere coats and leather accessories sit in the premium bracket.
If the polished half of & Other Stories is the half you shop, Massimo Dutti refines it further and drops the print almost entirely. Natural fibres do most of the talking. The trousers in particular hold a line that brands charging twice as much struggle with.
Best for: Work tailoring in wool, silk and cotton instead of polyester.
A.P.C.
A.P.C. has spent decades on one idea, which is Parisian clothes that improve as you wear them. The raw denim is the entry point, and it's the opposite of an impulse buy. The Romy Jeans ($370) and Victoria Jeans ($370) both start stiff and dark, then mould to you over months. Beyond denim there's plain outerwear, logo totes and cotton shirts with real weight to them.
This is for the shopper who loves the simplest things at & Other Stories and wants to buy fewer of them. Nothing here chases a season. US shoppers should start at apc-us.com for dollar pricing, and our brands like A.P.C. list covers the rest of the French minimal bracket.
Best for: One pair of jeans you keep for a decade.
The Frankie Shop
The Frankie Shop earned its following on one silhouette, repeated well. The New York brand, which also has a Paris store, builds season after season around oversized tailoring in a neutral palette. Blazers run $215 to $495, from the Altea Drawstring Blazer ($215) up through the Bea Blazer ($385) that street style photographers turned into a uniform.
& Other Stories spreads its bets across ateliers with competing tastes. The Frankie Shop commits to a single one and refuses to be talked out of it. That narrowness cuts both ways, because a catalogue this weighted towards tailoring won't furnish a whole wardrobe. Buy here when you already know your shapes and want them better made.
Best for: A wardrobe built on three or four strong shapes.
Reiss
Reiss is the British option when the occasion has a dress code. It runs womenswear, menswear and childrenswear, with tailoring, event wear and a large linen range carrying the summer, and prices in the premium bracket.
Think of it as the more formal counterpart to & Other Stories. Structured fits, held colour palettes and fabrics that keep their shape through a long day make it the safer choice for anything with a seating plan.
Best for: Interviews, weddings and anything with a dress code.
Arket
Arket is the closest like-for-like swap on this list, and the reason is structural. It sits in the same H&M Group stable as & Other Stories and COS, so the supply chain and the price bracket overlap almost exactly, while the design brief is Scandinavian essentials rather than atelier storytelling.
Expect neutral knitwear, wide trousers, outerwear built to be boring in the useful sense, plus a kidswear range and a homeware section. Prices sit in the mid-range bracket. If you like & Other Stories for the make and skip the more decorative half of the range, start here. Our brands like Arket guide takes it further.
Best for: Replacing worn-out basics without dropping a quality tier.
Ganni
Ganni is the Copenhagen brand that made Scandinavian dressing loud. Women's ready-to-wear, bags and shoes make up the range, with tops from £110, a cotton shirt around £220 and the Mini Bou Bag at £355, which puts it in the premium bracket.
& Other Stories flirts with print and colour. Ganni commits to it, then adds a collaboration on top, from Barbour waxed jackets through to Disney graphics. The silhouettes stay simple so the pattern can do the shouting. Anyone who buys & Other Stories for the Paris atelier and finds it too polite will get on with this.
Best for: One piece per outfit that people ask about.
Whistles
Whistles does the quiet British version of what & Other Stories does in Stockholm. The range covers dresses, tops, jackets, shoes and bags, and the entry price is low for the make: the Rosa Double Trim T-Shirt runs £35, a viscose pintuck blouse £89, and a sleeveless drawstring jumpsuit £129.
Colour stays muted and the shapes stay simple, which makes it an easy brand to buy from repeatedly without ending up in a costume. It won't give you the artistic swerve that the Paris atelier delivers, and that's the trade you make for pieces that slot into what you already own.
Best for: Filling gaps instead of making statements.
Madewell
Madewell brings an American accent to the same contemporary bracket. Denim is the anchor, surrounded by dresses, tees, knitwear, bags and shoes for women and men, at mid-range prices.
The reference points are workwear and Americana rather than Scandinavian minimalism, so a Madewell outfit reads warmer and more casual than an & Other Stories one. Buy it for the jeans first and let the rest follow.
Best for: Denim you can wear on a weekend without thinking about it.
Building Your Contemporary Wardrobe
Pick brands by job, not by loyalty. Arket and Whistles handle the plain layers you replace every couple of years. Rixo and Ganni cover the one piece per outfit that has to be interesting. A.P.C. and Massimo Dutti are where the money goes when you want something to last a decade, and Reformation or Reiss take the occasions with a dress code.
If you take one thing from this list, make it the Arket swap. It's the same group, the same price bracket and the same design standards as & Other Stories, so it's the lowest-risk place to break a one-brand habit this week. Everything else can wait until something wears out. Our full article library has the deeper comparisons when it does.
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Written by
Spencer Lanoue
