& Other Stories is a one-stop styling destination that inspires women to create their own fashion story. Launched in 2013, the H&M Group’s sister brand is all about freedom of expression. Three design ateliers in Paris, Stockholm and Los Angeles create completely diverse collections playing in the style of that home town. In the mood for French romance, Scandinavian cool or California soul? Take your style pick or remix to create your own singular shine. The designs are ageless and inclusive —previous campaigns have featured transgender and 80+ women, a same sex #lovestory, and unretouched pride — because Stories believes in celebrating diversity and bringing the joy of self-expression to everyone.
STAND UP AND STAND OUT
As the brand copywriter at & Other Stories, I crystallized the ideas of the in-house teams into one heartfelt voice, welcoming women into Stories’ world of sisterhood, creative freedom and adventure. Diversity lights my fire, so I had a blast creating copy for a myriad of beauty products, store signs, press releases, campaigns, event newsletters and new business presentations. All speaking the same truth: Be free and play with all the colours in your palette. Dare to stand up and stand out.
Being the spider in the brand web, I spun copy for most of the company's teams —Brand & Design, PR, Store Activation, Sale, Beauty, HR, Customer Service and SEO. This gifted me with a 360 view of what it takes to build an innovative, international brand. Pumping up my problem solving and planning pecs.
I zig-zagged between the clouds and the dirt, the big brand vision and the hands-on storytelling. A regular Stories’ day could include interviewing co-lab designer Mia Larsson and writing this story for Instagram, store signs and a press release; creating messages for our in-house sustainability project; writing meta texts for the digital team, creating cooling copy for the store team’s ice cream truck parked on Broadway and Spring Street, and brainstorming names for a new fragrance oozing Italian vacay glamour. Basically, never a dull moment. Just a never-ending story of curious, creative collaborations.
The Pop Up Agency Democratise creativity
The Pop Up Agency is a creative consultancy in London, known for traveling the world and cracking briefs in 48 hours for clients like Facebook, YSL, adidas and Coca-Cola. The Pop Up team believes in sparking the creative superpower that exists in all of us. During my Pop Up business strategy internship (Hyper Island), I got to walk the quintet’s “Everyone is creative” talk, learning exactly how to light that creative fire.
The problem is, not everyone knows how to do this. That’s why The Pop Up Agency has created an agile creative method meant to democratise creativity in business.
So what's the secret sauce served at the Pop Up workshops?
The 48H method. When was the last time you focused on one thing for 48 hours?
I co-designed and co-facilitated business transformation and diversity workshops in Paris and Cannes Lions 2015, constantly seeing the joy on people’s faces when the forced focus helped them unleash an armada of potent ideas. The 48H method combines classical briefing, controlled anarchy, rapid development and prototyping, and general goof balling.
I share the Pop Up methods wherever I go —Madison Avenue, & Other Stories’ HQ, my parent’s kitchen table, you name it— because I want everyone to experience what happens when the doors of creativity are flung open. There’s nothing better than letting loose fresh ideas that can catalyst a brighter future.
Co-creating with the Pop Up gang, I got to wear several start-up hats: