Jonathan Saunders Reinvents & Other Stories with New Logo and Nostalgic Fall Collection

H&M Group’s beloved brand, & Other Stories, is embarking on a significant reinvention journey this season, spearheaded by its new Chief Creative Officer, Scottish designer Jonathan Saunders. Appointed in April of this year, Saunders’ vision has now culminated in an "expressive shift in the brand’s creative identity," marking an exciting new chapter for the fashion house.

This transformative identity is multifaceted, encompassing a completely new brand logo and an evolved tone of voice. These foundational changes are "combined with a fresh approach to creative expression, design, and styling" that reflects Saunders' modern sensibilities. Most notably, the distinctive handwritten logo that has long been synonymous with & Other Stories has been replaced by a more assertive and sophisticated capitalized serif font, signaling a deliberate and impactful visual pivot.

The debut of this revitalized brand spirit is beautifully showcased in the new Fall 2025 collection and its accompanying campaign. Photographed by the acclaimed Oliver Hadlee Pearch, the campaign features models Thea Almqvist, Xaria Carter, and Sihana Shalaj, embodying the essence of the new direction. Saunders articulated his vision for the campaign, stating it "celebrates real clothes for everyday experiences, designed to inspire individuality. The new brand identity combines nostalgia with modernity and signifies an exciting new chapter for & Other Stories."

Launching this month, the Fall 2025 collection offers a tangible manifestation of this renewed ethos. It is "rooted in modern sensibilities with a feel of nostalgia," meticulously reimagining everyday pieces with an elevated edge. Drawing inspiration from the distinct styles of the 60s, 70s, and 90s, the collection updates these references for contemporary wear. It explores progressive silhouettes, embraces vintage-inspired, lived-in textures, and embodies a fluid attitude, cleverly juxtaposed with innovative technical fabrics.

Beyond technical fabrics, the collection boasts a rich array of luxurious materials that add depth and tactility. Shoppers can anticipate fuzzy mohair, sophisticated croc-effect leather, intricate jacquard, classic corduroy, and premium Italian wool. The silhouettes are designed to evoke a sense of movement, featuring slouchy tailoring gracefully balanced by sharp cuts and contemporary short hemlines. The color palette centers around autumnal tones of earthy browns, charcoal grey, deep burgundy, and timeless black, brilliantly punctuated by vibrant pops of pink, intense ultramarine blue, and cheerful lemon yellow.

& Other Stories is placing a significant emphasis on individuality, particularly through its refined styling approach. The brand describes a "youthful energy is expressed through laid-back layering and unexpected pairings," highlighting an inherent ease in how pieces are combined. This includes elevated bomber jackets artfully paired with corduroy trousers, layered knitwear worn with both circle and pencil skirts, tailored miniskirts accessorized with revived variations of the classic bow blouse, and generously slouchy wool coats layered over equally relaxed denim pieces.

To complete the sophisticated new looks, the accessories collection is thoughtfully curated to complement the clothing. Highlights include 70s-tinged eyewear, chunky gold-tone necklaces that add a touch of glamour, and elegant leather bags inspired by classic bowling styles. Belts emerge as a key focal point, worn artfully over miniskirts with knitwear tucked in. Footwear pays homage to the 60s mod style with stylish loafers and Chelsea boots, while oversized teddy bags introduce a soft, playful texture to tougher ensembles, ensuring every detail contributes to the brand’s fresh narrative.