It's a little similar from what I've seen so far but that's sort of down to art direction where it's a more realistic and gritty than some other MMO. So no oversized pink pauldrons or 20 feet tall swords
There are unique looking items, I have a sweet Skyrim style horned helm which is part of an item set. Also there are all different styles of armour/weapons for the different races, a full set of imperial gear looks great in a Roman legion style and some other special styles like daedric, ancient elf or primitive.
Yes you get all the usual white-fine-superior-epic-legendary range of gear.