His creations have graced the wardrobes of American superstars Madonna and Beyonce, as well as the Princess of Wales, but Scottish fashion designer Jonathan Saunders is now shifting his focus to the high street. Appointed as chief creative officer of the Scandinavian brand & Other Stories last year, Saunders is bringing his signature style to a broader audience with a new range of bright and colourful outfits launched last week.
From Runway to Retail
The brand, which operates two stores in Scotland—one in Edinburgh and another in Glasgow—has introduced the Saunders collection, marking a significant move for the designer. Despite his prestigious background, including being a prominent name at London Fashion Week and a former consultant for Calvin Klein, Saunders emphasises his working-class roots from Scotland. He stated, ‘I’m a working-class person from Scotland and I get as much joy out of things my sister would want to buy versus people in the fashion industry.’
A Journey Through Fashion
Growing up in Glasgow, Jonathan Saunders studied at the city’s School of Art and later at Central St Martins College of Art in London. Immediately after finishing college, he began creating prints for the British luxury fashion house Alexander McQueen. At 49 years old, Saunders later established his own acclaimed brand, which he closed in 2015 for what he described as ‘personal reasons.’
On the launch of his latest range with & Other Stories, Saunders expressed his passion for designing fashion for everyday wear rather than exclusive runway pieces. He explained, ‘I love designing fashion for everyday rather than runway pieces. That’s what got me interested in Stories - the chance to bring elevated design at a price that is accessible for a wider audience.’
Celebrity Following and Royal Endorsement
Saunders’ designs have been worn by a host of high-profile figures, including singer Kylie Minogue, Lady Gaga, actress Sienna Miller, English model Laura Bailey, and public figures such as Michelle Obama. Notably, the Princess of Wales donned a dress by Saunders during a royal visit to the Solomon Islands in 2012, further cementing his reputation in the fashion world.
Career Milestones and International Reach
Prior to his role at & Other Stories, Saunders served as creative director of the Milan-based fashion house Pollini, where he designed ranges for retail chains Target and Topshop. He regularly showcased his collections at London Fashion Week until 2008, when he made the decision to take his work to New York Fashion Week—a move he described as ‘a natural progression’ in his career.
This transition to the high street represents a new chapter for Saunders, blending his high-fashion expertise with a commitment to affordability and accessibility. His collaboration with & Other Stories aims to democratise fashion, offering stylish options that resonate with everyday consumers while maintaining the quality and creativity associated with his name.
