Elisabetta Franchi’s Fall/Winter 2025 campaign celebrates beauty in its most authentic and timeless form. At the center of this vision is iconic model Gisele Bündchen, captured by the creative duo Luigi & Iango against the vibrant backdrop of Miami. The campaign features bold imagery that reflects the brand’s core values: a woman who is confident, […]

Who says sustainable has to be boring? This summer, retro-chic label King Louie brings its signature color and flair to theater festival De Parade with a cheerful pop-up shop and a creative twist on conscious fashion: the Swap to Shop-corner. During the Amsterdam and Utrecht editions of De Parade, festivalgoers can shop a hand-picked selection […]

This holiday season, HANRO is giving a timeless favorite a sparkling makeover. To celebrate the 40th anniversary of the iconic Cotton Seamless line, the brand introduces a glamorous limited edition of the beloved Cotton Seamless spaghetti top, this time adorned with dazzling Swarovski crystals. 40 Years of Iconic Comfort             […]

In 1986, Moustache met Emanuelle, adding two kisses and voilà: Mexx was born. One lifestyle, one brand, sealed with a xx. Fast forward to 2010: So PR joins the party. We threw a dinner in an industrial warehouse (way ahead of the trend), sailed the canals during Pride, trailed royalty, and peeked inside Candy Dulfer’s […]

From flat irons and hair straighteners to self-love: Farida Choukoud turned a personal struggle into a self-love movement. What started with frustration (and a literal flat iron) became. GET CURLY: a brand built for every wave, coil and ringlet from 2A to 4C. With salon roots, years of research and a whole lot of sisterhood, […]

Our very own Chelsey Geraerts, COO of So PR, recently gave an insightful interview reflecting on her 13.5-year (!) journey in PR. Starting as a curious 20-year old intern, Chelsey fell in love with both Amsterdam and the PR profession. Raised with high expectations, she learned to be kinder to herself and to view every […]

While there was an actual heatwave overtaking the city we celebrated the launch of STRONGER’s Heat Wave collection, their hottest drop ever. A heated collection featuring sunkissed shades, bold stonewashed pieces, and perfect-fit silhouettes that highlight your glow. We gathered with some of our favorite girls for a HOT day in the city. From skating […]

Meet Camp Snap, the screen-free digital camera that helps you live in the moment. Originally designed in the States for kids at summer camp, this retro-style gadget quickly became a cult favorite for all ages. With no screen or filters, it encourages you to stay present and capture memories as they happen, no distractions, no […]

Hidden in Amsterdam-Zuid, Amsterdam Teas is not your average tea shop. Dubbed “the world’s smallest tea museum,” the shop feels like a cozy living room. A local secret where tea lovers connect, taste, and learn. Founded by ex-academic Geoff, it’s a tiny space with a big mission: to bring real, high-quality tea, and the stories […]