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This is the new identity of & Other Stories with Jonathan Saunders

& Other Stories unveils a new brand image following the appointment of Jonathan Saunders as creative director last April.

This is the new identity of & Other Stories with Jonathan Saunders

The changes at & Other Stories after Jonathan Saunders’ arrival include an uppercase logo replacing the previous handwritten design and a refreshed communication style, aiming to strengthen self-expression and update the H&M Group brand’s positioning.

The first collection under his direction, Autumn/Winter 2025-2026, launches with the September Chapter. Saunders describes it as “modern nostalgia”, with references to the 60s, 70s and 90s. The pieces explore wide silhouettes, vintage-inspired textures and materials such as mohair, jacquard, corduroy and crocodile-effect leather.

Among the standout looks are a crocodile-effect leather bomber paired with corduroy trousers and a half-zip jumper, pencil or circle skirts with scarf-detail blouses, oversized wool coats and mohair sweaters with denim. Accessories follow the same line, featuring 70s-inspired tinted sunglasses, chunky gold necklaces and leather bowling-style bags.

With this launch, & Other Stories begins a new chapter of growth and repositioning under the creative direction of Jonathan Saunders.

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