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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 […]

Mermade Hair x Olcay Gulsen Beauty Glam Room

Lights, camera, action! The highly anticipated Barbie movie premiere was an event like no other, celebrating both feminist ideals and the joy of dressing up. The film conveys a powerful message that girls and women can be anything they dream of, breaking societal stereotypes and shattering glass ceilings with grace and determination. While the movie’s […]

New in @So: Something Borrowed

From Jacquemus to Zimmermann and from Prada to Charo Ruiz. Something Borrowed offers a growing selection of hand-picked community-driven fashion items, expert styling advice and access to a premium lifestyle. The platform is fully online and available throughout the Netherlands. Customers receive a comprehensive size guide based on different body shapes and can receive real-time […]

Clay And Glow wins Pure Beauty Global Award

The Pure Beauty Global Awards gives brands the chance to stand out in the busy beauty market and build customer trust. This year the international event was back with 30 awards to be entered into covering 10 categories across the beauty and personal care industry. With thousands of previous winners including new and established brands, […]

New in @So: HANRO

QUALITY, THAT YOU CAN FEEL ON YOUR SKIN. For more than 130 years, HANRO has been producing high quality daywear, nightwear and loungewear. The company was established in 1884 in the Swiss town of Liestal by Albert HANdschin and Carl ROnus and since then has stood for luxurious understatement, highest quality and timeless style. Decades […]

Behind the scenes: our Next Gen event

In the fast-paced and ever-evolving world of fashion, networking and nurturing relationships are vital for success. Recognizing this, our talented and eager group of junior PR managers organize exclusive in-house PR events, designed exclusively for the rising stars of fashion journalism and image direction. Picture a blow dry bar by Authentic Beauty Concept, a cashmere […]

So invited: Isle of Paradise to our HQ

Dive into the paradise of PR! This in-house event at our So PR tearoom brought the vibrant world of Isle of Paradise to life, and some of our many services together, featuring the brilliant mind behind it all: Jules von Hep. From exclusive 1-on-1 meetings with press and talents to captivating storytelling and the latest […]

MermadeTM x BarbieTM

Mermade Hair goes #barbiecore The dream of all dream collaborations, Mermade Hair™ x Barbie™, just launched ahead of the highly anticipated release of the Barbie movie in July. No match was ever better, because…pink + pink = right, still very pink. Hot pink, hotter pink, hottest pink. Barbiecore in a nutshell is all about bright […]