The Swedish brand & Other Stories has updated its style, presenting a new logo and the fall-winter 2025 advertising campaign. The changes are connected with the arrival of Jonathan Saunders as creative director and became part of a large-scale brand renewal. Oliver Hadlee Pearch photographed the campaign.
The handwritten logo, which served as a recognizable brand symbol, is now a thing of the past. Its elegant, free lines conveyed individuality and refinement. It has been replaced by a serif typeface reminiscent of typewriter typography.
The new logo received mixed reactions. Some noted its clarity and simplicity, while others felt that the update deprived the brand of the emotional warmth that characterized its previous style.
The identity change coincided with the new direction proposed by Saunders. The fall-winter 2025 collection looks back to the 1960s through the 1990s, combining nostalgia and modernity. It features velvet, jacquard, and mohair, and the silhouettes resemble archival forms reinterpreted for today’s reality.
The rebranding became a topic of discussion in the industry. & Other Stories, known for attention to detail and an independent style, took the risk of rethinking its brand perception and raised the question of where the line lies between renewal and the loss of recognizability. The new logo became a symbol of a shifting focus, moving from emotional femininity toward a more rational, restrained image.