& Other Stories introduces a revamped brand identity and launches its first collection under creative director Jonathan Saunders. It is the beginning of a broader renewal at H&M Group’s subsidiary brand.
Wink to the past
The previous handwritten logo of & Other Stories gives way to a sleek logo in capital letters. At the same time, the “first chapter” of the fall/winter collection appears, giving “everyday items an elevated edge.” The first pieces went on sale Sept. 2.
“The fall campaign celebrates real clothes for everyday experiences, designed to inspire individuality,” Jonathan Saunders said. “The new brand identity combines nostalgia with modernity and represents an exciting new chapter for & Other Stories.” Saunders joined & Other Stories as chief creative officer in April.
The collection draws from the 60s, 70s and 90s and commits to “progressive silhouettes, vintage-inspired textures and fluid attitude contrasted with technical fabrics.” Materials such as mohair, jacquard and corduroy are meant to enhance the nostalgic feel.
