Sparkling x Quinty Trustfull: the Hidden Gem Collection
It is not difficult to understand why this is the perfect match (hint: they both *sparkle* like no o...
Brad Pitt & De’Longhi continue their adventure
From 2021 to the present day, the De’Longhi brand has strengthened and enhanced its reputation as ...
New in @So: Spanx
“I’ve given up on panties and only wear Spanx.” – Oprah Winfrey Spanx Founder Sara Blake...
So Drops, a So PR production
Long time So friend Anna Nooshin came and fired rapid questions, the De’Longhi coffeecorner looked...
Elisabetta Franchi fashion week report
How the Dutchies ruled Milan… Milan Fashion week. A fashionable spectacle where the crème de la c...
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 d...
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, e...
King Louie introduces the first circular collection
Sustainability and environmental preservation have never been as crucial as they are today. As the f...
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-Winte...
New in @So: Current/Elliott
Current/Elliott, or better known to fashion insiders as the creator of The Boyfriend Jean, was broug...
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 edit...
Spotted: The LaDress tram
Rolling through the hottest streets of Amsterdam, the unmistakable LaDress tram has made its grand a...
Mermade Hair x Olcay Gulsen Beauty Glam Room
Lights, camera, action! The highly anticipated Barbie movie premiere was an event like no other, cel...
New in @So: Something Borrowed
From Jacquemus to Zimmermann and from Prada to Charo Ruiz. Something Borrowed offers a growing selec...
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 bui...
New in @So: HANRO
QUALITY, THAT YOU CAN FEEL ON YOUR SKIN. For more than 130 years, HANRO has been producing high qual...
Behind the scenes: our Next Gen event
In the fast-paced and ever-evolving world of fashion, networking and nurturing relationships are vit...
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 ...
MermadeTM x BarbieTM
Mermade Hair goes #barbiecore The dream of all dream collaborations, Mermade Hair™ x Barbie&#...
A recap: So Beauty Drops in-house beauty event
We connected with old and new friends, met people for the first time, introduced brands to press, in...
ICI PARIS XL: Bring your bottle back
Queen Maxima bought two of them, the No Waste Chair by artist Kees Dekkers, who hopes to raise aware...
New in @So Mermade Hair
Mermade Hair is a Female-Founded Australian brand and the creator of the original and best triple-ba...
Peggy Gou: the international face of Authentic Beauty Concept
Meet Peggy Gou, a world-renowned DJ originally from South Korea; she’s now based in Berlin and...
New in @So: remari
In the pursuit of a balanced mind, body, and spirit connection, self-care and self-acceptance play a...
So does MFW – Elisabetta Franchi #EFFW23
At So we aim for a holistic approach, meaning we look at a project as a whole. That also means we do...
Steve Madden x Fred van Leer: #ToBiteFor
Introducing the #ToBiteFor collection by Steve Madden x Fred van Leer! Bold, colorful, and a little ...
New in @So: LORI-LORI
“Believe the hype.” As a brand LORI-LORI believes that everything that’s done by heart, is...
Jane Lushka showed AW23/24 collection in Supperclub, Amsterdam
The Dutch women’s fashion brand Jane Lushka gave its first fashion show at the Supperclub in A...
A MINDFUL START WITH AUTHENTIC BEAUTY CONCEPT X HOUSE OF DEEPRELAX
In addition to its pursuit of sustainability on all fronts, AUTHENTIC BEAUTY CONCEPT also focuses on...
Unfold.art on Eva Jinek
Ah, the wonderous world of PR. Hard to grip at times very, very clear at others. The latter is the c...
The Comedy Central Roast of Famke Louise
It’s time to get ready for a one-of-a-kind Comedy Central Roast with all-round talent Famke Louise...
New at So: Unfold.art
Unfold.art wants to show you something you’ve never seen before, bringing to life mind-blowing aud...
It’s all in the (Rock & Roll) family: Brood by Lola Pop
When Herman Brood’s 75th birthday was to be commemorated in 2021, a limited edition t-shirt wa...
Gocashmere choses Maartje Verhoef for latest campaign
Gocashmere, a way of life built upon consciously sourced and lovingly made high quality cashmere ess...
New in at So: BALL®
A 1970s icon, the founder of stonewashed jeans, the designer of the first printed sweatshirt in Euro...
King Louie: ReLove
Reduce: Less is more. What do you really need? Respect: Taking good care of your clothing Re-use: ...
Authentic Beauty Concept makes a vegan silver shampoo with purple potato
Ever heard about the Ube? A purple sweet potato that is perfectly bright and purple from the inside ...
FONDAZIONE ELISABETTA FRANCHI ONLUS
“There’s no need to wear a fur coat for our vanity.” – Elisabetta Franchi Always act...
Find us on TikTok
A simple hello could lead to a million things, but a complicated dance routine could also lead to so...
TENWAYS, the accessible e-bike for everyone
“Energized urban rides.” Born out of a love for the environment, a passion for cycling and a nee...
