Who is Jonathan Saunders? Details about the new creative director of & Other Stories and H&M Group

H&M Group subsidiary & Other Stories appointed Jonathan Saunders as its new chief creative officer in April 2025. As a creative force, he is said to be quite influential. Saunders has an admirable background in the fashion business, having worked for both luxury brands and foreign venues where his innovative use of color and pattern gained him recognition.

Apart from his unique visual style, Saunders has established himself over the last 20 years as a strategic, creative leader. Creating bold, expressive designs, he revived the Diane von Furstenberg (DVF) brand during his tenure as chief creative officer.

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Jonathan Saunders: Details about the new creative director of & Other Stories and H&M Group

Before joining & Other Stories, Saunders had several notable positions. Among the well-known companies that have profited from his guidance and direction when he was creative director at Pollini are Calvin Klein, Tiffany & Co., Chloé, Louis Vuitton, Alexander McQueen, Pucci, and Marc Jacobs.

From 2004 until its 2016 closure, Jonathan Saunders International—his label was well-known for its vibrant designs and strong patterns that attracted A-listers like Michelle Obama and Kate Middleton.

H&M Group announced in a press release on April 3, 2025, that Jonathan Saunders had been named Chief Creative Officer of & Other Stories. Saunders is tasked with leading the general creative direction of the brand from this recently established position.

In his capacity, Jonathan Saunders will be in charge of leading & Other Stories' aesthetic development across all of their touchpoints, including their digital channels, cosmetic goods, ready-to-wear lines, and accessories.

Lina Söderqvist, Managing Director at & Other Stories, expressed her enthusiasm about the appointment:

"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."

In response to joining the team, Jonathan Sanders stated:

"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."

Saunders's remarkable record of skillful blending of artistic distinctiveness with economic viability promises to help & Other Stories flourish. Given changes in consumer preferences and new technology, which are swiftly transforming the fashion industry, the need for an inventive leader is greater than ever.

Jonathan Saunders has a creative point of view that can combine mass-market and luxury appeal. Due to his ability to mix modern trends with a unique narrative, & Other Stories is expected not only to stay current but also set new benchmarks for creativity and design within the H&M Group range.

With an experienced industry, & Other Stories conveys a sense of seriousness about quality, innovation, and a modern interpretation of fashion. Having worked with a variety of companies, from legendary brands to cutting-edge labels, Saunders is ready to face the difficulties of today's multi-channel, global fashion sector.

Jonathan Saunders' appointment as Chief Creative Officer at & Other Stories marks a significant turning point for the brand and the H&M Group. His expertise in strategic creative leadership and innovative design qualifies him to lead the business into its next stage. & Other Stories is destined to be a success with viewers and a leader in an often shifting sector with his unique mix of artistic ability and commercial sense.