H&M Group’s fashion and lifestyle brand, & Other Stories introduced a new ‘brand spirit’ including a new capitalized logo under the leadership of Jonathan Saunders, Creative Director.
Having joined the company in April, the British designer replaced the brand's former handwritten design with a fresh tone of voice.
The new campaign celebrates real clothes for everyday experiences, designed to inspire individuality, says Saunders. It combines nostalgia with modernity and signifies an exciting new chapter for & Other Stories, he adds,
The first part of the Autumn/Winter collection is called ‘modern nostalgia.’ Inspired by the 60s, 70s, and 90s, it features progressive silhouettes, vintage-inspired lived in textures and a fluid attitude, juxtaposed with technical fabrics, like mohair, croc-effect leather, jacquard, and corduroy.
& Other Stories adds, these re-imagined everyday pieces with an elevated edge were created for ‘individuals who embrace self-expression.’ This individuality is highlighted through the styling, where ‘youthful energy is expressed through laid-back layering and unexpected pairings.’
Key pieces from the September collection include a croc-effect leather bomber jacket, tailored pencil skirts, slouchy wool coats, and fuzzy mohair knit sweaters. The accessories also have nostalgic touches, from 70s-inspired eyewear to chunky gold necklaces and leather bags.
