MANY PERSPECTIVES, ONE STORY

On the occasion of its 10th year anniversary, Shermin Ng visits the Stockholm atelier of & Other Stories to find out what makes the brand tick

Other Stories (Stories) is a brand that loves to tell unexpected stories. Its name, engineered to connect with their co-creators and customers, is testament to that. Since launching in 2013, the brand has sought to bring a modern perspective to their ideas, designs, and expression— previous campaigns featured fashion icon Iris Apfel, the industry’s longest serving supermodel Daphne Selfe, and the love story between Michelle Harper and Jenny Shimizu—all driven by creativity, boldness, and an ambit ion for each collection to be a means for everyone to express their individuality and personality through fashion.

Starting as an idea to launch a beauty brand, Stories quickly grew into a one-stop style destination, offering everything from dresses to heels to lipsticks at stellar price points. But it’s the brand’s unique approach to design that sets them apart. Stories hosts three separate design ateliers across the globe: at their headquarters in Stockholm that’s minimal and menswear-inspired, their Paris outpost that’s bohemian and playful, and their Los Angeles extension that’s feminine and sexy. While each atelier designs inclusively with no overlap between designers from other cities, they’re sold alongside each other in stores. “I think it’s important to remember that we are covering the same need. We should inspire and be loved by the same woman— we don’t see them as different women but we do have different styles,” says Maline Sone, head of design. “The ateliers add a dynamic layer to our brand. We may be inspired by the same thing but it gets translated and treated in different ways, giving our customers many style possibilities within the same world.”