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New in @So: CHARLES & KEITH

Born from a humble shoe shop in Singapore’s Ang Mo Kio district, CHARLES & KEITH has grown into a global style phenomenon. Inspired by their mother’s entrepreneurial spirit, brothers Charles and Keith Wong built a brand for women who use fashion as an expression of strength, identity, and effortless style. From opening their first store […]

The Madden Edit by Dave & Marijn 

From heels to sneakers: Steve Madden celebrates personal style with The Madden Edit by Dave & Marijn. For the first time, the brand teams up with Dutch power couple Dave Roelvink and Marijn Kuijpers for a curated edit of their favorite pieces. From statement party heels to everyday loafers, each pick reflects what both the […]

Kicking off with Primark and its Breast Cancer Awareness campaign

We’re excited to kick off our collaboration with Primark with a meaningful campaign. Primark launched its annual Breast Cancer Awareness campaign, highlighting the importance of self-examination and the support women need through every stage of breast cancer. Under the motto “We’re with you”, three women share their personal stories, featured in window displays across more […]

Carrot cake workshop powered by Kenwood

Last week, we invited influential cake enthusiasts to a hands-on carrot cake workshop powered by Kenwood and hosted by Elisabeth & Valentijn. Under the guidance of Elisa, bakery owner and host, creators explored the full baking process step by step. With the help of Kenwood’s holy trinity: the Food Processor, Hand Mixer, and Stand Mixer, […]

Sunday Natural: Magnesium as a treat

Magnesium is having a moment and Sunday Natural is making sure it tastes as good as it feels. Introducing: NutraChoc, the supplement that melts on your tongue and works deep into your system. Think rich, organic chocolate infused with 125 mg of high-quality magnesium per square. Yes, really. This is self-care disguised as dessert. Whether […]

So Studio x Fit At Home

Low key, high impact (and a whole lot of core strength). To launch the Fit at Home Pilates Disq, we transformed So Studio Amsterdam’s  bright, airy 150 m² studio into the ultimate fit-girl playground. High ceilings, natural light flooding in, and versatile spaces made it the perfect setting to showcase the power (and fun) of […]