Jonathan Saunders

‍The Power of Creative Leadership: Jonathan Saunders at the Helm

Jonathan Saunders is a British designer recognized for his creative direction and strategic leadership within the global fashion industry. He has held senior roles including Chief Creative Officer at Diane von Furstenberg and Creative Director of Pollini, and has consulted for brands such as Calvin Klein, Tiffany & Co., Chloé, Louis Vuitton, Alexander McQueen, Pucci, and Marc Jacobs. In parallel, he founded and led his own eponymous label, known for its innovative use of color and print. Saunders is known for his refined aesthetic, strong brand vision and ability to shape expressive, modern collections.

Burō Talent is proud to continue its partnership with the H&M Group, supporting creative leadership across its portfolio of brands. We’re especially excited about Jonathan’s appointment as Chief Creative Officer at & Other Stories—a historic milestone, as he becomes the first to hold this title not only at the brand but across the entire H&M Group. Jonathan has expressed his excitement about leading this new chapter, sharing his belief that thoughtful, expressive, and accessible design holds immense power in today’s fast-evolving fashion and retail landscape.

Recently we had the opportunity to ask Jonathan a few quick questions before he embarks on his new role.

Q&A

Burō Talent (BT): Can you share a little of your personal life story and what drove you to design and how/if it still fuels you today?

Jonathan Saunders (JS): I came from a working class family and a strict religious background, but I always loved making things and had a fascination for design, music and pop culture from an early age. Thankfully I received a scholarship that enabled me to go to art school and then Central Saint Martins, starting in textile design, but then graduating in fashion. London was set up to support young designers and I was able to start my own brand at the age of 24. Simultaneously, I worked as a consultant for many brands in Paris, Milan and London, that gave me so much insight into how other brands work, and the importance of carving out a unique point of view.

BT: To us, you are more than a Fashion Designer but a Creative Artist across Fashion, Art, Furnishing, Product. Do you have a specific creative approach and how do your ideas come to you?

JS: I am a process led designer. I’m fascinated by materials, making things, and then the magical part of how clothing (specifically) makes an individual feel once created.

BT: In a previous interview you spoke of “Joy in the Mistake” when you were younger. Do you still feel this way today?

JS: Completely. You can have a vision, but exciting things come from the unexpected.

‍Listen more to Jonathan’s creative process, discovery and love in the Joy of the Mistake in his SHOWStudio: In Conversation Interview

BT: What’s one major risk you’ve taken in your career, and what did you learn from it?

JS: Moving to New York was a big change for me. My friends are my family, and leaving London felt like a risk. But the experience of being here has taught me a lot about what to do and not to do. It also was the beginning of my experience in working with brands that were looking to redefine who they are, and the complexities and nuances that come from that. This has been an invaluable experience.

BT: Your friends have cited your ability to stay on the pulse. How do you stay in the Zeitgeist?

JS: I love youth culture, and I love to learn from the people around me.

‍Burō Talent spoke to some of those that worked on his team who were junior designers who all spoke of his passion to exchange ideas which is a source of inspiration and connection for both.

BT: Mentorship has been quite important in your career and you have reciprocated in mentoring the next generation of designers (like CFDA Fashion Fund winner: Christopher John Rogers). What advice do you most share with young designers as they navigate the ever challenging fashion/creative industry?

JS: Work at your own pace. Don't conform to old fashioned ways of doing things. Don’t take investment too early. You don’t have to be all things to all people

‍

‍