Oldstrom AW26 Magazine - Magazine - Page 5
A LETTER FROM OUR DIRECTOR
As we look ahead to SS27, this season marks a moment of real conviction for Oldstrom Agency. We’ve made
the strategic choice to focus our brand portfolio - doubling down on the partners who have the infrastructure,
reliability, and long-term vision to properly support our customers.
When we talk about infrastructure, we mean it in the fullest sense: a back of昀椀ce that is responsive and puts
the customer front and centre, services like swap that give our clients con昀椀dence and 昀氀exibility, and a genuine
investment in the tools that help product sell including strong imagery, quality video and campaign assets that
do the story justice. It means local market PR support, sample delivery that respects each market’s schedule,
and payment terms that make sense for the businesses we work with. And underneath all of it, it means quality
product and margins that work for everyone in the chain.
The shift in buyer sentiment since SS26 has been unmistakable. Where we saw caution and hesitancy last
season, we’re now seeing con昀椀dence return in force. Across our entire agency, we’re reporting growth of 30%+
season on season - a 昀椀gure that speaks not just to market recovery, but to the strength of the relationships
we’ve built.
We credit this growth to the quality of our brand partners. The ones thriving with us are the ones who listen not only to feedback from our team and our clients, but to the broader shifts in market conditions. But listening
is only half of it. Good partnership, to us, means working together, sharing ideas, being honest about what’s
working and what isn’t, and building a better way of doing things, season after season.
Alongside this focus, we’re also doubling down on raising brand awareness for the partners we work with.
That’s why, in August 2026, we’re launching Ström Studio - a new sister company to Oldstrom Agency,
dedicated solely to communications. Strom Studio draws on our unique position and industry intelligence to offer
something we believe fashion PR needs more of: a more informed, connected, and intentional approach.
That’s the model we’re building on for SS27: fewer, stronger partnerships, chosen for their commitment to the
long term, and now backed by an even sharper focus on visibility and storytelling. Brands that show up not
just with great product, but with the operational backbone and collaborative spirit to grow alongside us and our
clients.
We’re proud of what this focus has already delivered, and even more excited about what it sets up for the
seasons ahead.
Here’s to a strong SS27.
Love From Caroline xx
