& Other Stories reveals new branding under Jonathan Saunders

H&M Group’s & Other Stories is on the reinvention trail this season as still-new chief creative officer, Scottish designer Jonathan Saunders, drives its “new brand spirit”.

The appointment of Saunders back in April this year has now resulted in “an expressive shift in the brand’s creative identity”. 

That new identity means a brand new logo and tone of voice, “combined with a fresh approach to creative expression, design, and styling”. That logo is a big change, going from a handwritten style to a capitalised serif font.

Style-wise, the change can be seen in the new Fall 2025 collection and accompanying campaign that’s been photographed by Oliver Hadlee Pearch and features models Thea Almqvist, Xaria Carter, and Sihana Shalaj.

Saunders said the campaign “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”.

So what do we actually get in terms of new looks? The collection launching this month is “rooted in modern sensibilities with a feel of nostalgia”. It “reimagines everyday pieces with an elevated edge. Drawing on references from the 60s, 70s, and 90s, updated for today, [it] explores progressive silhouettes, vintage-inspired lived-in textures, and a fluid attitude, juxtaposed with technical fabrics”.

But it’s not only about technical fabrics as we also get fuzzy mohair, croc-effect leather, jacquard and corduroy, along with Italian wool.

The silhouette is all about movement with slouchy tailoring balanced by sharp cuts and short hemlines.

Meanwhile the palette is built around earthy browns, charcoal grey, burgundy, and black, with pops of pink, intense ultramarine blue, and lemon yellow breaking up those autumnal tones.

The company is focusing heavily on individuality too, particularly though the styling, “where youthful energy is expressed through laid-back layering and unexpected pairings”. It said “there’s an ease in how pieces are combined — elevated bomber jackets paired with corduroy trousers, layered knitwear with circle or pencil skirts, tailored miniskirts with revived variations of the bow blouse, and slouchy wool coats layered over even slouchier denim”.

Accessories include 70s-tinged eyewear, chunky gold-tone necklaces, and leather bags inspired by bowling styles. Belts are a focal point, worn over miniskirts with knitwear tucked in. Loafers and Chelsea boots pay homage to 60s mod style, while oversized teddy bags add a soft touch to tougher looks.