& Different Tales reveals a brand new model spirit, beneath the inventive path of newly appointed Chief Artistic Officer, Jonathan Saunders — marking an expressive shift within the model’s inventive id. This transformation is mirrored in a brand new brand and tone of voice, mixed with a recent method to inventive expression, design and styling. This new spirit debuts with the primary chapter of the Fall 2025 assortment, captured in a marketing campaign photographed by Oliver Hadlee Pearch.
“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 Storied,” mentioned Jonathan Saunders, Chief Artistic Officer, & Different Tales.
H&M’s & Different Tales unveils a refreshed model id beneath new CCO Jonathan Saunders, marked by a brand new brand, tone, and artistic path.
Debuting with the Fall 2025 assortment, the marketing campaign blends nostalgia with modernity, that includes 60s–90s-inspired silhouettes, playful colors, textured materials, and daring equipment, styled with youthful layering and ease.
Fashionable nostalgia
Dynamic, energetic, and empowered, the Fall 2025 assortment has been created for people who embrace self-expression. Rooted in fashionable sensibilities with a really feel of nostalgia, the September assortment re-imagines on a regular basis items with an elevated edge. Drawing on references from the 60s, 70s, and 90s, up to date for as we speak, the gathering explores progressive silhouettes, vintage-inspired lived-in textures, and a fluid angle, juxtaposed with technical materials.
The way it’s worn
Individuality comes by means of within the styling, the place youthful vitality is expressed by means of laid-back layering and surprising pairings. There’s an ease in how items are mixed — elevated bomber jackets paired with corduroy trousers, layered knitwear with circle or pencil skirts, tailor-made miniskirts with revived variations of the bow shirt, and slouchy wool coats layered over even slouchier denim.
Color palette
Exploring playful and contrasting color combos, the palette options punctuating pops of pink, intense ultramarine blue, and lemon yellow — shiny accents that break up the autumnal spectrum of earthy browns, charcoal gray, burgundy, and black.
Silhouette
Characterised by motion, insouciant, slouchy tailoring is balanced by sharp cuts and brief hemlines, merging the class of the 60s and 70s with the benefit of the 90s.
Materials
A juxtaposition of textures offers depth and distinction. Classic-inspired materials, comparable to fuzzy mohair, croc-effect leather-based, jacquard and corduroy, evoke a way of nostalgia. While directional tailoring in Italian wool and outerwear in technical nylon provides a contemporary edge.
Equipment
Refined nostalgic parts discover new expressions with 70s-tinged eyewear, chunky gold-tone necklaces, and leather-based luggage impressed by bowling kinds. Belts develop into a focus, purposefully worn over miniskirts with knitwear tucked in.
Loafers and Chelsea boots pay homage to 60s Mod model, while outsized teddy luggage add a comfortable contact to more durable seems to be.
Artistic group
The September chapter involves life in a marketing campaign photographed by Oliver Hadlee Pearch, that includes fashions Thea Almqvist, Xaria Carter and Sihana Shalaj. The marketing campaign is styled by Isabelle Sayer, with artwork path by JL Studio, and govt manufacturing by Sylvia Farago.
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