& Other Stories Appoints Jonathan Saunders Chief Creative Officer

H&M Group-owned & Other Stories has appointed former Diane von Furstenberg designer Jonathan Saunders chief creative officer, The Business of Fashion can exclusively reveal.

Saunders is stepping into a newly created role at the brand, which sits within the H&M Group stable somewhere between a more sophisticated version of H&M and a quirkier version of COS, with a cosy feminine vibe and a mid-market price point.

The move comes as the group is struggling to execute on a turnaround plan focussed on reigniting brand heat around its flagship H&M label by doubling down on its fashion quotient with refreshed collections and high-octane marketing. Results so far have been muted, with first quarter sales reported last week growing just 3 percent. The company didn’t break down the performance of individual brands.

Launched in 2013, & Other Stories is H&M Group’s third largest brand by number of stores and market exposure, behind H&M and COS. Saunders’ appointment is intended to help push the label “into the next phase” with “a refined blend of creativity and passion,” said & Other Stories managing director Lina Söderqvist.

The Scottish designer, who trained at the Glasgow School of Art and Central Saint Martins, is known for his skill with print and compelling use of colour. His namesake label was a highlight at London Fashion Week until it shuttered in 2015. In addition to his tenure at Diane von Furstenberg, Saunders also served as creative director of Pollini and has consulted for brands including Louis Vuitton, McQueen and Chloé.

His appointment comes on the heels of a high-fashion tie-up between & Other Stories and London-based label Roksanda, which is set to drop in May.