Jonathan Saunders Introduces Fresh Branding for [& Other Stories]

Fashion and lifestyle brand & Other Stories, under the H&M Group umbrella, has introduced fresh branding alongside its inaugural collection from the newly appointed chief creative officer, Jonathan Saunders.

Jonathan Saunders Takes the Helm

British designer Jonathan Saunders, who began his role in April, aims to propel & Other Stories into its next growth phase. He has unveiled a revamped “brand spirit,” featuring a bold, capitalized logo that deviates from the previous handwritten style. This change also encompasses a new tone of voice that promises “a fresh approach to creative expression, design, and styling.”

An Exciting New Identity

According to Saunders, the fall campaign emphasizes practical clothing for daily life, aiming to inspire a sense of individuality. The brand’s new identity blends nostalgic elements with modern aesthetics, marking a thrilling chapter for & Other Stories.

The first collection for autumn/winter has been described as “modern nostalgia,” incorporating styles from the 60s, 70s, and 90s. This includes an exploration of innovative silhouettes, vintage-inspired textures, and a fluid approach to materials, featuring fabrics like mohair, croc-effect leather, jacquard, and corduroy.

Individuality Through Style

& Other Stories emphasizes its focus on “reimagined everyday pieces with an elevated edge,” designed for those who value self-expression. This individuality is reflected in styling that embraces youthful energy through relaxed layering and surprising combinations.

Notable items from the September collection include a chic croc-effect leather bomber jacket paired with corduroy trousers, layered with a half-zip sweater. Tailored skirts are beautifully matched with scarf-detailed blouses and slouchy wool coats, along with fuzzy mohair knits styled with denim. Accessories also carry a touch of nostalgia, from 70s-inspired eyewear to chunky gold-tone necklaces and bowling-inspired leather bags.

Highlighting Nostalgia and Modernity

The collection continues with a nod to classic styles while making them contemporary. This blend allows for unique expressions through well-curated outfits that reflect both personal style and the essence of the brand.

In designing this collection, & Other Stories channels a mix of contemporary creativity and vintage sensibilities. As you explore the latest styles, which pieces resonate most with your personal fashion expression?