The fashion brand & other Stories, part of the H&M Group, has revealed a new branding and the first pieces designed by Chief Creative Officer Jonathan Saunder.
The British designer Saunder came in April & other Stories to lead the brand to its next growth phase. The new “brand spirit” includes a new logo in a concise major letter that stands out from the previous handwritten design, as well as a new tonality that offers a “fresh approach to creative expression, design and styling”.
Flowing attitude
“The autumn campaign celebrates authentic clothing for everyday experiences, designed to inspire individuality,” said Saunders in the message. “The new brand identity combines nostalgia with modernity and stands for an exciting new chapter for & other Stories.”
The “first chapter” of the autumn/winter collection is described as “modern nostalgia”. It refers to the 60s, 70s and 90s and researches “advanced silhouettes, vintage-inspired textures and a flowing attitude that is combined with technical substances”, such as Mohair, leather with crocodile effect, Jacquard and Cord.
Newly interpreted everyday plays
& Other stories adds that the “newly interpreted everyday pieces with a noble touch” for “individualist: inside who express themselves” were created. This individuality is shown in styling, “where young people are expressed through relaxed layering and unexpected combinations”.
The highlights of the September collection include a noble leather jacket with a crocodile effect, combined with cord pants and a sweater with a half-zipper. This also includes waisted rounds or pencil skirts, which are worn with blouses with formwork details and casual wool coats. This also includes fluffy Mohair knitting sweaters with jeans. The accessories rely on subtle nostalgic elements, from glasses in the 70s to chunky gold chains and leather handbags inspired by bowling styles.
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