Fashion business & Other Stories has revealed fresh branding and its first collection under chief creative officer Jonathan Saunders.
The firm’s logo has been changed to a clean, capitalised font from its previous handwritten design, Drapers reported.
The “first chapter” of its autumn/winter collection, which “re-imagines everyday pieces with an elevated edge,” was made available from 2 September.
The selection takes inspiration from the 1960s, 1970s and 1990s through “progressive silhouettes, vintage-inspired lived in textures and a fluid attitude, juxtaposed with technical fabrics”.
Related Story
The collection aims to evoke nostalgia by using fabrics including mohair, croc-effect leather, jacquard and corduroy.
Additionally, “directional tailoring” in Italian wool and technical nylon outerwear seeks to add a dash of modernity to the collection.
Saunders said: “The fall 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.”
Saunders was appointed to the role of chief creative officer at H&M Group owned & Other Stories in April.
Click here to sign up to Retail Gazette‘s free daily email newsletter
