In their first-ever joint appearance, Chief Creative Officer Jonathan Saunders and Managing Director Lina Söderqvist will share actionable insights into how & Other Stories is using creativity as a strategic tool to drive growth and commercial performance. They’ll outline the strategies, tools, and decision frameworks they are implementing to connect creative and commercial discipline, ranging from product design and assortment to brand expression and beyond, and how they are translating vision into measurable outcomes. The discussion will explore how the brand is embedding creativity into strategic decision-making, managing the tension between innovation and efficiency, and protecting brand distinctiveness and desirability across global markets.