For more than three decades, Jonathan Saunders has been one of the most recognised names in British fashion. A creative genius celebrated for his instinctive use of colour, print and modern craftsmanship, Saunders built a reputation through his eponymous label, which became a regular at London Fashion Week, and his brand’s success saw him become a goto amongst celebrities and VIPs, dressing figures such as Michelle Obama, Madonna and Kylie Minogue. His work even earned him the prestigious Designer of the Year title at the British Fashion Awards in 2008, cementing his place among the most influential creative voices of his generation.

After closing his namesake brand in 2015, Saunders has continued to move between the upper echelons of luxury fashion, holding senior creative roles, including Chief Creative Officer at Diane von Furstenberg, while consulting for some of the industry’s most recognised houses. His appointment as Chief Creative Officer at & Other Stories, announced just a few months ago, signifies a notable shift for the designer into a brand with a more accessible price point, but it also marks an organic evolution of his career. “I’m a working-class person from Scotland, and that sense of accessibility matters – it mattered to the people I grew up with and still matters now,” he tells Emirates Woman.  “When you work in luxury for a long time, it’s easy to become detached from the person you’re designing for. One of the reasons I took this role was because I genuinely believe the world needs a brand at this positioning – one that values expression, quality and craft without alienation.” & Other Stories has quietly cultivated a loyal global following since its launch in 2013.

Recognised for its modern tailoring, considered design language and accessible positioning, the Scandinavian house sits between aspirational and accessible, delivering thoughtfully crafted, design-led collections at a more attainable price point. With his debut collection for Spring 2026 set to mark the beginning of a renewed creative direction, Saunders brings a perspective shaped by decades of working in luxury, now translated into a more obtainable offering. “Whenever I take on a project like this, it’s essential that it feels believable,” he explains. “From the very beginning, & Other Stories captured something real: a desire for fashion that feels expressive and individual – pieces with personality that still fit into everyday life.” This ethos is the basis of the Spring 2026 collection, described by the brand as, “a new wave of everyday dressing shaped by individuality and ease.”

Drawing on London’s creative energy, the collection reimagines familiar wardrobe pieces through clean tailoring, fluid silhouettes and subtle contrasts in proportion and texture. “There’s a strong influence from London – the 80s and 90s, new wave, youth culture – a sense of dressing with intention, but also with rebellion,” Saunders notes. “Sharp tailoring mixed with denim, polish mixed with ease. Colour was vital. Those vivid shades bring optimism and energy, balanced against neutrals to keep things wearable.” This is a wardrobe defined by expressive dressing that remains adaptable to daily life. Foundational pieces range from exaggerated-shoulder trench coats to bias-cut silk dresses reworked with tie motifs, cocoon silhouettes paired with barrel-leg trousers and cashmere twinsets layered with ease. “I love that space in between binaries,” he says.

“Tailoring with softness. Graphic silhouettes combined with fluid fabrics. Expressive clothing should still feel effortless. That’s how you empower people to wear it, to live in it.” His thought process is reflected in the fine materials used to create the collection, where tailoring is rendered in fine Italian wool, knitwear is constructed from merino and cashmere, and pure silk is used to emphasise fluid, feminine shapes. “I think one of the biggest misconceptions at present is that & Other Stories is simply another high-street brand – it isn’t,” he says. “We provide carefully considered accessible premium fashion, applying the same principles you’d expect from luxury design: sourcing the best fabrics possible, refining the cut, obsessing over construction.” Saunders’ recent visit to the Middle East offered further insight into how the brand’s renewed direction may resonate with women in the region. “Visiting the Middle East in my new role was incredibly inspiring,” he says. “It had been a long time since I was last there, and what struck me immediately, again, was the confidence and individuality in how people dress – there is a real appreciation for style as self-expression, mixing heritage with modernity, playing with silhouette and colour in a way that feels both intentional yet effortless.”

With & Other Stories continuing to expand its presence across key markets, including the UAE, this seems like an important moment for the brand in the region. “The people I met were warm, curious and genuinely engaged with creativity, and there’s a deep understanding and appreciation of quality in the region that aligns so closely with what we’re doing at & Other Stories,” he adds. Reflecting the Youthquake theme of this issue, Saunders’ creative approach is particularly aimed at capturing moments in time for women across generations, rather than tailoring products to the generations themselves. “Youthquake is a great explanation that taps into something I’ve always responded to: those moments when young people reshaped culture through self-expression,” he says. Growing up in the late 80s and 90s, he was drawn to London’s creative scenes, where fashion became a means of reinvention. “I was fascinated with scenes like London’s Blitz Club – spaces where individuality was everything – everyone was inventing themselves in real time, no constraints.” Rather than referencing these influences literally, the collection translates that spirit into contemporary form.

“I took inspiration from the contrasts of Bowie’s Thin White Duke era – the tailoring, the tension between precision and fluidity – but never in a literal, nostalgic way. Instead, I wanted to transform it to become an attitude. Staying connected to youth culture today isn’t necessarily about chasing an age group – it’s about staying connected to a mindset,” he explains. “Youthfulness is a state of curiosity and experimentation, and that spirit of self-expression is what drives my creative process.” Storytelling continues to play a central role in this vision, shaping not only the garments themselves but the broader narrative of the brand. “The brand was founded on that idea, and I believe deeply in creating collections that tell stories – stories that empower customers to express themselves in their own way,” he says. “That means not only designing the clothes, but also offering inspiration around how to wear them, how to style them, how to make them personal.” Jonathan Saunders’ debut collection undoubtedly marks the beginning of a new chapter for both the designer and the brand. Defined by a considered approach to growth and a renewed emphasis on designled dressing, it is bridging the gap between aspiration and accessibility. As Saunders explains, expressive design need not come at the expense of wearability. “It’s about feeling dressed, but not constrained,” he says simply. “Clothing as a kind of empowerment – expressive, protective, but still effortless.”

March’s – The Youthquake Issue – Download Now

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