On April 3, H&M Group announced that its fashion brand, & Other Stories, has appointed Jonathan Saunders as Chief Creative Officer, effective in the first half of 2025. This newly established role will see Saunders lead the brand’s creative direction across all touchpoints, guiding the visual identity and brand expression into its next phase.
Saunders brings a wealth of experience to the position. He previously served as Chief Creative Officer at Diane von Furstenberg and as Creative Director at Pollini. He has also consulted for a number of global fashion houses including Calvin Klein, Tiffany & Co., Chloé, Louis Vuitton, Alexander McQueen, Pucci, and Marc Jacobs. Additionally, he garnered acclaim for his own eponymous label, recognized for its innovative use of color and print in modern collections.
Regarding the appointment, Lina Söderqvist, Managing Director at & Other Stories, commented: “Jonathan brings a refined blend of creativity and passion to & Other Stories and will play a key role in taking the brand into the next phase. His engagement and creative leadership, combined with a deep understanding of contemporary fashion, will be instrumental as we move forward. We look forward to working with Jonathan as we continue to evolve, and I am delighted to welcome him to us.”
Saunders himself shared: “I am excited to be working with & Other Stories and the H&M Group on this new chapter for the brand. I think that thoughtful, expressive design that is also accessible, is powerful in this fast-evolving industry.“
Launched in 2013, & Other Stories is a global fashion brand offering a wide range of ready-to-wear, shoes, bags, accessories, and beauty products. With physical and online stores across Europe, North America, Asia, and the Middle East, it stands out within the H&M Group for its sophisticated aesthetic and focus on creative expression. The appointment of Saunders represents a strategic move to further enhance the brand’s creative strategy and boost its competitiveness on a global scale.
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