New in @So: KEEN
Original. Hybrid. Consciously Created. Founded in 2003, KEEN started with a simple idea: better prot...
New in @So: House of Ord – Cape Town
Sun on your skin. Wind in your hair. Your bag half packed, your plans still open. That’s the momen...
Sapph is back: with power.
Sapph returns with a new energy: modern, playful and effortlessly confident. Where the brand once st...
HANRO at Copenhagen Fashion Week 2026
A collaboration with Anne Sofie Madsen As part of Copenhagen Fashion Week 2026, HANRO presented a co...
New in @So: Zenner
A hair clip might be small, but it can make a big difference. At Zenner, the iconic Dutch hair fashi...
Rita Ora returns with a New Activewear Capsule at Primark
The new year starts in motion, and Rita Ora is leading the way. With Primark presents Rita Ora, she ...
New in @So: Glow25
Aging: for some, it can feel a little daunting. For Glow25, it’s a reason to shine. In 2021, three...
So XX: a scent
“Smells like nostalgia.” How do you bottle twenty years of passion, wisdom, naïve fun and relen...
New in @So: CHARLES & KEITH
Born from a humble shoe shop in Singapore’s Ang Mo Kio district, CHARLES & KEITH has grown int...
Primark’s David Swann Lassche recognised as an Outstanding Role Model 2025
Primark is proud to share that David Swann Lassche, Head of Sales for Primark Netherlands, has been ...
The Madden Edit by Dave & Marijn
From heels to sneakers: Steve Madden celebrates personal style with The Madden Edit by Dave & Ma...
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 launc...
Carrot cake workshop powered by Kenwood
Last week, we invited influential cake enthusiasts to a hands-on carrot cake workshop powered by Ken...
Sunday Natural: Magnesium as a treat
Magnesium is having a moment and Sunday Natural is making sure it tastes as good as it feels. Introd...
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 ...
Happy Birthday: Amsterdam Teas
Amsterdam Teas is celebrating a special milestone: the shop has officially turned one! When the team...
New in @So: MCoBeauty
Don’t break the bank, break the internet It’s the beauty brand everyone’s been talking about, ...
Gisele Bündchen embodies the essence of Elisabetta Franchi
Elisabetta Franchi’s Fall/Winter 2025 campaign celebrates beauty in its most authentic and timeles...
King Louie pops up at De Parade
Who says sustainable has to be boring? This summer, retro-chic label King Louie brings its signature...
HANRO’s Icon gets a Swarovski glow-up
This holiday season, HANRO is giving a timeless favorite a sparkling makeover. To celebrate the 40th...
So PR x Mexx: the back(hi)story
In 1986, Moustache met Emanuelle, adding two kisses and voilà: Mexx was born. One lifestyle, one br...
New In @So: GET CURLY
From flat irons and hair straighteners to self-love: Farida Choukoud turned a personal struggle into...
Career Lessons from our very own Chelsey Geraerts in Textilia
Our very own Chelsey Geraerts, COO of So PR, recently gave an insightful interview reflecting on her...
STRONGER: Heat Wave
While there was an actual heatwave overtaking the city we celebrated the launch of STRONGER’s Heat...
Meet Camp Snap
Meet Camp Snap, the screen-free digital camera that helps you live in the moment. Originally designe...
New in @So: Amsterdam Teas
Hidden in Amsterdam-Zuid, Amsterdam Teas is not your average tea shop. Dubbed “the world’s small...
Authentic Beauty Concept launches revamped Replenish products
A new chapter in haircare In a time where self-care and conscious beauty are more essential than eve...
New in @So: Seeger
SUPER FAST. SUPER COOL. SUPERSLUSH! Meet Seeger and the summer hit of 2025 Say hello to Seeger, the ...
Sharon Munoz Jimenez-Nijmeijer Crowned Hairdresser of the Year at Coiffure Award 2025
What a night! On Sunday, May 18, the 33rd edition of the Coiffure Award, better known as the Oscars ...
Floris van Bommel proudly presents another ‘Team Visma | Lease a Bike’ sneaker
For the third year running, Floris van Bommel is the official supplier of Team Visma | Lease a Bike,...
The Coiffure Award 2025: the nominees are in!
The Coiffure Award 2025 nominees are in! Entries had been carefully reviewed by both the Dutch and i...
Steve Madden Opens First Flagship Store in the Netherlands
Steve Madden is taking a bold step in strengthening its European presence with the opening of its ve...
New in @So: T FOR ALL
For the women who stand tall T FOR ALL, founded in 2024 by Mical Joseph, is a brand focusing on trou...
New in @So: Ipanema
Named after one of the world’s most iconic and exotic beaches, Ipanema captures the vibrant, caref...
JLab GO Air POP Rated Best by BNNVARA Kassa
The popular consumer program Kassa conducted an extensive test to find the best wireless earbuds und...
New @So: Navalon & Danté
Navalon & Danté creates bold, eclectic pieces for women who know what they want. Jewelry that i...
Björn Axén x Lisa Rinna x Paris Couture Week
Three designers, three bold looks—Lisa Rinna turned heads at Paris Couture Week with hair transfor...
P.S. We So Love You
Roses, cute surprises, chocolates, big feelings and all the heart-eye emojis: Valentine’s Day is y...
THE FEMME PARADOX: KATE MOSS FOR ELISABETTA FRANCHI SS25
Kate Moss stands as a symbol of authentic and bold femininity in the portraits of Elisabetta Franchi...
