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...
New in @So Marcus Elizabeth
Angelo Carlo Marcus Elizabeth (his friends call him Angelo and we will too from now on) was born on ...
LaDress paints the city of Amsterdam lilac
Posters that appear in free places to activate opinion or propaganda have long been associated with ...
The De’Longhi Coffee Lounge
The De’Longhi Coffee Lounge is where finding new coffee roasts and the latest on your favorite bre...
Happy summer for those celebrating
Aaah, summer here you are again. Work continues as per usual however as season’s change our need f...
New in @So: B.L.A.H.
The new shoe brand from Amsterdam ditches the ‘BLAH’ around sustainability. B.L.A.H. is challeng...
New in @So: Fannie
“THE PLEASURE IS (Y)OURS…” With the pandemic in full swing, it seemed like sex might just be t...
New in @So: AMAKIN
Growing up, traveling around, meeting new people, Amal realized that scents, perfumes and fragrances...
New in @So’s portfolio: Madre
A greed for the good, an eye for others, the neighborhood and the world. Madre, which opened earlier...
A mindful experience with Authentic Beauty Concept
Celebrating Spring, get togethers and the newest mindful additions to the ever expanding Authentic B...
New in @ So: JoHeath
Buying a bag is often seen as a guilty pleasure. But not JoHeath’s bags and accessories, those...
