We speak to Malin Sone, Head of Design, & Other Stories about her latest Ramadan capsule collection and the vision for the label’s expansion in the GCC.
Tell us about your first ever Ramadan capsule collection, talk us through the creative process.
This exclusive capsule collection captures the festive essence of the holy month, with effortlessly elegant styles in a relaxed expression. We designed the collection in floaty fabrics, with a vibrant palette, blooming prints, and flowing silhouettes – making it perfect for day-to-evening occasions. Structures and shiny surfaces, romantic details, and gatherings together with details such as frills as well as plisse and ropes adorn the dresses.
Inspired by natural elements, how did you contemporarily infuse it in your collection?
We drew inspiration from natural elements to create a contemporary style that would be effortless yet elegant and wearable. The uplifting palette reflects bright skies and earthy elements in the first part, and a beautiful bouquet of sumptuous designs in emerald green, fuchsia, and painted florals in the second part.
The collection finds a versatile sweet spot between luxurious and relaxed; how did you manage to create that balance?
We found a versatile sweet spot between luxurious and relaxed by mixing flowy and vibrant styles with a warm neutral scale, combined with an uplifting palette that can be worn on various occasions.
& Other Stories Ramadan Campaign
Keeping the GCC in mind, how different was your approach towards designing this collection and what are the key elements that you think women here will identify with?
Our customer is a woman with a love for fashion who creates her own style. When we designed this collection, we wanted to bring her serene glamour to capture the festive spirit of Ramadan. We are always designing our collections to bring every woman joy, no matter her age, no matter her style.
Through multiple initiatives & Other Stories focuses on creating premium quality circular fashion that lasts beyond the current season. Could you give us an insight into your process?
Taking responsibility for how our operations affect people and the environment is crucial to our continued growth and profitability. Our core belief is to work with long-lasting design, along with extensive product care advice and in-store recycling initiatives that includes textiles. We are also constantly working on finding more sustainable options and solutions, sharing the progress with our customers along the way.
How much has the brand evolved ever since you’ve taken the ropes and what are some of the most significant changes that you’ve made?
& Other Stories was launched in March 2013, and since then, the brand has evolved significantly. We now have over 70 physical stores in 24 markets, including Europe, the US, the Middle East, and Asia, and offer online stores in 33 markets. We believe that people see us as the go-to fashion destination for all sorts of occasions, due to our wide range of designs from Paris, Stockholm, and Los Angeles. Of course, we are still growing and evolving, and it is our aim to develop with quality. Last year we introduced a new concept called Savoir – a limited-edition line with seasonal and special collections of statement styles that push fashion forward.
& Other Stories Ramadan Campaign
This collection also comes with a line of accessories. Tell us about the statement-making pieces you’ve created under it.
As we are a one-stop styling destination we wanted to provide the full look for our customer to mix and match it to reflect her personal style. The collection features an exclusive line of accessories, including jewellery and a bag. Each piece is designed to perfectly complement the clothing and add a touch of elegance to any outfit.
With the Ramadan collection being the first step, how do you further plan on expanding the label’s foothold in the GCC?
We are always looking for interesting opportunities to expand our brand, and we will continue to explore ways to bring our unique brand of fashion and beauty to this market.
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