& Other Stories unveils SS24 fashion campaign ‘Create Your Unexpected’ Starring Alek Wek.

The trailblazing supermodel, artist, and humanitarian advocate Alek Wek takes takes center stage in & Other Stories’ empowering SS24 fashion campaign, ‘Create your unexpected’. Celebrated for her unwavering self-confidence and influential voice, Wek epitomizes fearlessness, encouraging women worldwide to view challenges not as obstacles but as opportunities for personal and creative growth.

“My creativity has taught me that the source is endless, and perfection is elusive. Just like style, creativity is what you make of it. So, I’m continuing to create.” Alek Wek.

There is no one like Alek Wek, and she has paved the way for so many women to be like no one else by consistently defying conventions — promoting diversity, inclusivity, and self-acceptance simply by being herself. As an artist, Wek continuously pushes creative boundaries and expresses herself boldly and uniquely. Transcending the realm of art and fashion, Wek passionately advocates for social causes and engages in humanitarian efforts.

The ‘Create Your Unexpected’ campaign is a global invitation for women to break free from societal constraints, push boundaries, and create their unique stories. It’s a call to embrace the unexpected and confidently dive into the unknown.

“With this campaign, we aim to inspire women to confront obstacles, big or small, with confidence, knowing that their resilience has a ripple effect, inspiring others to do the same.” Johan Svensson, Head of Brand Identity.

The SS24 collection launched in two drops. The first presented a juxtaposition of clean-line designs with delicate details set against textured silhouettes and raw-edged elements, with the hero piece being an oversized leather jacket reminiscent of styles from the ’80s, with power shoulders accented by epaulettes. The idea is to style it over a slinky maxi-length dress or skirt cut on the bias or with immaculately tailored trousers and a statement blouse. Jewelry and accessories are bold with hammered gold-tone details, bags are crafted from woven leather, and shoes feature stiletto heels and decorative details.

The second showcased a fusion of femininity, lightness, and intricate embellishments. Envision watercolor florals in soft pastels gracing ruffled dresses and a beautifully pleated bustier paired with pleated wide-leg trousers, evoking a feeling of fluidity and grace. White denim pieces exude crisp sophistication, while footwear experiments with 3D flowers in leather and sculptural golden heels. The essence of this collection lies in embracing contrasts — a delicate dance between feminine expressiveness and serene simplicity.

The ‘Create your unexpected’ SS24 campaign launched with drop one on Thursday 22 February.

Drop two launched on Thursday 14 March.

The SS24 collection is available globally in selected stores & at

& Other Stories is a fashion brand launched in 2013, offering women diverse collections of ready-to-wear, shoes, accessories, and beauty designed in Paris and Stockholm. The brand has over 70 physical stores in 24 markets, including Europe, the US, the Middle East and Asia. & Other Stories offers online stores in 33 markets.



Alek Wek – Q&A

What is something that your creativity has taught you?

My creativity has taught me the source is endless, and perfection is elusive. Just like style, creativity is what you make of it. So, I’m continuing to create.

When do you feel the most creatively charged?

I feel most creatively charged when I’m making art, period. I love it, and I truly believe I can grow.

What do you dream about creating?

I dream of creating a better world. Hopefully, when I leave, it will be much better than it is now; I would like to feel that I’ve contributed.

What is something fashion has given you?

Being in the fashion industry has provided me with a platform to raise awareness about important issues, which is incredible, particularly as someone who was once a refugee and experienced the civil war in Sudan before finding refuge in England and pursuing an education.

What is the best advice you have ever received?

The best advice I’ve ever received is “never to stop being yourself”. My uncle told me, “Keep being you.” It was very reassuring and beautiful to hear those words from someone I love and respect, especially during a pivotal time in my life.

Tell us about a recent obstacle you had to overcome.

I recently had a foot injury. It made me think that I would never be able to walk in high heels again, which I have worn for decades. I was afraid, but with the encouragement of my friends and family, I managed to get back on the runway! I am glad I can still enjoy my creative work without fear of wearing the shoes I need to do what I love.

What is something you had to learn the hard way?

I had to learn the hard way just to be, to be myself and not worry, and not contemplate even after I have made my decision. So simple, yet so challenging.

What are you excited to wear this spring?

I am excited to wear flowery and colourful pieces that inspire me creatively.

What is something you have always wanted to try?

Something that I have always wanted to try is surfing! Since I’m learning how to swim, that would be amazing. There is something so freeing about being out there in the ocean.

What is the last thing people would guess about you?

The last thing people would guess about me is that I’m pretty reserved, introverted and shy. I have different sides, and I like that.


Alek Wek was born into the southern Sudanese Dinka tribe in 1977. Her remarkable journey from being a refugee during the civil war in Sudan to becoming the first African model on the cover of Elle Magazine (US) in 1997 is an inspiring testament to resilience and self-worth. Always embracing her natural beauty, she has used her success to shed light on South Sudan’s refugee crisis, working tirelessly as an ambassador for the United Nations Refugee Agency and the UNHCR. Wek’s multifaceted career includes work as a designer, actor, painter, and author, showcasing her relentless pursuit of creativity and evolution.

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