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 […]

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 […]

We connected with old and new friends, met people for the first time, introduced brands to press, influencers and beauty enthusiasts alike while Selma Omari led us through a conversation with the faces behind and representatives of Collistar, Clay And Glow, Pericarp, éclat, Baptiste and Isle of Paradise. An outstanding edition of So Beauty Drops […]

Queen Maxima bought two of them, the No Waste Chair by artist Kees Dekkers, who hopes to raise awareness of waste with this chair. The designer of the chair, made from (stray) waste, sees it as a perfect reflection of one of the most important topics of the 21st century: waste. With his No Waste […]

Mermade Hair is a Female-Founded Australian brand and the creator of the original and best triple-barrel waver that literally broke the internet (hello TikTok) when it launched in 2019. It is one of the most popular and fastest selling hair tools in the world. The pink loving brand is a one-stop destination for all things […]

Meet Peggy Gou, a world-renowned DJ originally from South Korea; she’s now based in Berlin and travels across the globe to bring her music to the masses. She’s also released several EPs on highly regarded record labels, such as Ninja Tune and Phonica, and has her own record label Gudu Records. For Peggy, the music […]

In the pursuit of a balanced mind, body, and spirit connection, self-care and self-acceptance play a significant role. A conscious way to start and end your day, and to emphasize your unique self, remari is the embodiment of founder Rebecca’s personal journey towards achieving this connection. Through trial and error she discovered that even something […]

At So we aim for a holistic approach, meaning we look at a project as a whole. That also means we don’t half do things and that everything we work on will be done in style. When we attend Milan Fashion Week to go see our favorite Bella Elisabetta Franchi it is one of those […]

Introducing the #ToBiteFor collection by Steve Madden x Fred van Leer! Bold, colorful, and a little bit “hysterisch”, these high-heeled showstoppers are like candy for your feet (and therefore To Bite For). Fred’s fascination with high heels and iconic style icons like Jessica Rabbit and Barbie inspired this collaboration, which celebrates inclusivity and diversity by […]