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Sarah Jessica Parker joins Glow25 as Chief Creative Officer

Sarah Jessica Parker joins Glow25 as Chief Creative Officer in a new long-term global partnership, marking a major new chapter for the brand. What started as a German collagen product is evolving into an internationally positioned high-end beauty brand built around a pro-aging philosophy. Rather than promoting the idea of “anti-aging,” Glow25 and Sarah Jessica […]

Primark Launches First High-Street Adaptive Swimwear

Primark is taking another meaningful step in inclusive fashion with the launch of its Spring/Summer Adaptive Collection. Introducing adaptive swimwear to the high street for the very first time. Designed for people with disabilities or temporary mobility challenges, the collection combines accessibility with style at an affordable price point. Created in collaboration with award-winning adaptive […]

JLab teams up with Ghana’s national football squad 

JLab is stepping onto the global football stage as the official audio partner of Ghana Football Association and its national team, The Black Stars. The partnership runs through 2028 and comes at a pivotal moment, with the road to the 2026 World Cup and the growing global influence of African football. Ghana’s team isn’t just […]

New in @So: KEEN

Original. Hybrid. Consciously Created. Founded in 2003, KEEN started with a simple idea: better protection, without compromising comfort. What followed was a new standard in footwear, one that moves effortlessly between outdoor performance and everyday life. Today, KEEN designs shoes that adapt to those who wear them. From city streets to weekend trails, styles like […]

So moves

“Sometimes the eye gets so accustomed… if you don’t have change, you’re bored.” – Bill Blass In fashion, in design, in life, staying the same is rarely the goal. Not because what exists isn’t working, but because growth asks for movement. A shift in perspective. A new light. At So, we’ve always believed in building […]

New in @So: House of Ord – Cape Town

Sun on your skin. Wind in your hair. Your bag half packed, your plans still open. That’s the moment when House of Ord – Cape Town comes to life. Inspired by the effortless energy of Cape Town and shaped by travelers, dreamers, explorers, and sunseekers, this collection captures a feeling rather than a destination. It’s […]

Sapph is back: with power.

Sapph returns with a new energy: modern, playful and effortlessly confident. Where the brand once stood out through bold campaigns and daring designs, it now begins a new chapter, closer to itself. Closer to her. Under the leadership of entrepreneur Shawn Harris (yes, the one that brought the perfect avocado to our toasts), sapph moves […]

HANRO at Copenhagen Fashion Week 2026

A collaboration with Anne Sofie Madsen As part of Copenhagen Fashion Week 2026, HANRO presented a collaboration with the Copenhagen-based fashion brand Anne Sofie Madsen. On the runway, HANRO basics met progressive silhouettes bringing together Swiss craftsmanship and Scandinavian conceptual strength. The Spring/Summer 2026 collection by Anne Sofie Madsen explores form and identity. Archetypes are […]

New in @So: Zenner

A hair clip might be small, but it can make a big difference. At Zenner, the iconic Dutch hair fashion brand since 1962, the belief is simple: good hair equals feeling good. From brushes and combs to scrunchies, clips and beauty tools, Zenner creates stylish, high-quality accessories for every age, hair type and moment. Inspired […]

Rita Ora returns with a New Activewear Capsule at Primark

The new year starts in motion, and Rita Ora is leading the way. With Primark presents Rita Ora, she returns with her first capsule fully focused on activewear, inspired by her love for Pilates and designed for real, everyday movement. The collection blends performance details with stylish, wearable silhouettes that move easily from workout to […]