Happy Birthday: Amsterdam Teas
Amsterdam Teas is celebrating a special milestone: the shop has officially turned one! When the team moved into their space on the Parnassusweg last year, they weren’t quite sure what to expect. Tucked away on the first floor of an old office building, not exactly on a bustling shopping street, it felt like a hidden […]
New in @So: MCoBeauty
Don’t break the bank, break the internet It’s the beauty brand everyone’s been talking about, and it’s finally here. Straight from Australia and now available exclusively at Kruidvat, MCoBeauty is set to shake up the Dutch beauty scene with a simple promise: luxury for less. Already a viral hit on TikTok and a favourite among […]
Gisele Bündchen embodies the essence of Elisabetta Franchi
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, […]
King Louie pops up at De Parade
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 […]
HANRO’s Icon gets a Swarovski glow-up
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 […]
So PR x Mexx: the back(hi)story
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 […]
New In @So: GET CURLY
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, […]