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Elisabetta Franchi fashion week report

How the Dutchies ruled Milan… Milan Fashion week. A fashionable spectacle where the crème de la crème of fashion come together. But what do you get when you combine Elisabetta Farnchi’s Milan Fashion Week show with Dutch gezelligheid? A stylish (Olcay we see you!) blast we tell you. Our So Team (Grazie Chelsey & Masha) […]

Oilily: 60 years of color, creativity and innovation

In 1963, the then 25-year-old Willem ‘Olly’ Olsthoorn and his 23-year-old wife Marieke decided to start designing clothes for children, which – in addition to a bit of commercial sense – was mainly the result of personal frustration. They looked everywhere for children’s clothing with fun and imaginative details for their own children, but could […]

Julia Veer is the new Grazia columnist

In the ever so busy world of beauty and skincare, there are many products that rise and fall. Yet, every so often, a brand and its product line stands out, not just because of its efficacy, but also due to the compelling story behind its creation. Such is the case with Clay And Glow. This […]

King Louie introduces the first circular collection

Sustainability and environmental preservation have never been as crucial as they are today. As the fashion industry faces mounting pressures to adapt, the call for change has become crystal clear. Rather than continuing the relentless production of new materials, the moment has come to focus on repurposing what already exists. Embracing and stimulating this sustainable […]

Elisabetta Franchi shoots with Stella Maxwell, Carine Roitfeld and Sebastian Faena

In a romantic palace that embodies allure and Parisian charm, Elisabetta Franchi shot the Fall-Winter 2023/24 advertising campaign featuring international model Stella Maxwell as the protagonist photographed by Sebastian Faena with the creative magic of Carine Roitfeld. Stella Maxwell’s femininity and class are perfectly in tune with Elisabetta Franchi’s philosophy which celebrates the timeless elegance […]

New in @So: Current/Elliott

Current/Elliott, or better known to fashion insiders as the creator of The Boyfriend Jean, was brought to life by Emily Current and Merritt Elliott whose vision stemmed from over a decade of styling experience for various publications and celebs alike. Recognizing the need for a new denim style, they believed that fashion shouldn’t have any […]

Breaking news: Steve Madden x RVDK Amsterdam Fashion Week collab

Steve Madden will be sharing the spotlight with Dutch designer Ronald van der Kemp for the 2023 edition of Amsterdam Fashion Week. Under van der Kemp’s creative helm Steve Madden will present its new Fall/Winter ’23 collection with a rebellious and free spirited fashion happening in the former ‘BijlmerBajes’ jail. The So team will be […]

Spotted: The LaDress tram

Rolling through the hottest streets of Amsterdam, the unmistakable LaDress tram has made its grand and funky debut! Our content creation team spent an exciting day capturing magic with our influencers (one of them being our lovely co-worker) – Ona, Nynke, Julia, and Sarah. Ensuring every moment was picture-perfect, ready to light up your Instagram […]