In Pictures: Jonathan Saunders’ new vision for & Other Stories
Acclaimed Scottish fashion designer Jonathan Saunders has unveiled his fresh direction for H&M Group-owed brand & Other Stories as its newly appointed Chief Creative Officer, under the title of ‘A New Brand Spirit’ for AW25.
Marking an expressive shift in the brand’s creative identity, the transformation is reflected in a new logo and ‘tone of voice’, with a campaign shot by Oliver Hadlee Pearch "designed to inspire individuality".
Saunders said: "The campaign celebrates real clothes for everyday experiences, designed to inspire individuality. The new brand identity combines nostalgia with modernity and signifies an exciting new chapter for & Other Stories."
Saunders has reimagined everyday pieces "with an elevated edge", drawing on design references from the 60s, 70s and 90s, but "updated for today".
The collection "explores progressive silhouettes, vintage-inspired lived-in textures, and a fluid attitude, juxtaposed with technical fabrics".
Bomber jackets are paired with cords and there’s layered knitwear and plenty of skirts – either pencil, circle or tailored miniskirts, with variations of bow blouses, slouchy wool coats and even slouchier denim pieces.
There’s also vintage-inspired fabrics such as ‘fuzzy’ mohair for knits and croc-effect leather for jackets, while directional tailoring in Italian wool and outerwear in technical nylon add a modern edge.
Colours include pops of pink, ‘ultramarine’ blue and lemon yellow – bright accents that break up the autumnal earthy browns, charcoal grey, burgundy and black.
On the accessories front, there’s 70s-inspired eyewear, chunky gold-tone necklaces and leather bags inspired by bowling styles. Belts are also a focal point, worn over miniskirts with knitwear tucked in.
Additionally, loafers and Chelsea boots pay homage to 60s Mod style, with oversized teddy bags "adding a soft touch to tougher looks".
The new AW25 collection is now available globally on the & Other Stories website and through selected stores.
