& Other Stories unveils new branding under Jonathan Saunders

Fashion and lifestyle brand & Other Stories_ part of the H&M Group_ has unveiled new branding and the first pieces designed by newly appointed chief creative officer Jonathan Saunders.

British designer Saunders_ who joined & Other Stories in April to drive the brand forward into its next phase of growth_ has revealed a new “brand spirit_” including a new logo that has been changed to a statement_ capitalised font_ moving away from its previous handwritten design_ alongside a new tone of voice_ offering a “fresh approach to creative expression_ design and styling”.

“The fall campaign celebrates real clothes for everyday experiences_ designed to inspire individuality_” explained Saunders in the press release. “The new brand identity combines nostalgia with modernity and signifies an exciting new chapter for & Other Stories.”

The “first chapter” of the autumn/winter collection is described as “modern nostalgia_” drawing on references from the 60s_ 70s and 90s_ exploring “progressive silhouettes_ vintage-inspired lived in textures and a fluid attitude_ juxtaposed with technical fabrics_” such as mohair_ croc-effect leather_ jacquard and corduroy.

& Other Stories adds that the “re-imagined everyday pieces with an elevated edge” have been created for “individuals who embrace self-expression". That individuality comes through in the styling_ “where youthful energy is expressed through laid-back layering and unexpected pairings”.

Highlights from the September collection include an elevated croc-effect leather bomber jacket paired with corduroy trousers_ layered with a half-zip sweater_ alongside tailored circle or pencil skirts worn with scarf-detailed blouses and slouchy wool coats_ and fuzzy mohair knit sweaters with denim. While accessories explore subtle nostalgic elements_ from 70s-tinged eyewear to chunky gold-tone necklaces_ and leather bags inspired by bowling styles.