If you read my blog, you’ll be fully aware one of my favourite brands is AllSaints. I especially love the unique clothing each season provides us with. There aren’t enough words to gush about how the simplicity of such items can still create iconic day and night looks. To those who adore it like me will know this theme reoccurs year, after
year. Each creation seems to just look effortless – a rare trait to have with fashion today.
The start to AW12 for AllSaints has been slightly different to their other season launches. This season is special, as they have decided to introduce the next generation of artisans and creative talent, in their first brand campaign. They are releasing their debut global brand campaign celebrating their heritage as a true
fashion original which, many will agree, you can’t possibly compare them to any other label.
With this new campaign, they have recruited the most exciting talent from
all walks of creativity to lead it forward. The short film was directed by AllSaints Chief Creative Officer Wil Beedle, photographed by Aitken Jolly and shot by Tom Beard. The entire project is a combination of dramatic film, stills and online experience that tease viewers with the next wave of up-and-coming
creative talent combining actors, artisans, poets writers and models alongside
long time brand collaborators.
The 60 second brand film shows the assembled cast coming together to
celebrate the creativity, innovation and beauty of the new AllSaints AW12 collection.
“This campaign allows the consumer to engage with the digital experience by giving them the opportunity to move back and forth through
the event and learn more about each character. It will all be released in
cinemas in the UK, in-store, social and online media”
The cast includes:
• Tomo Campbell — fine art painter
• Marques Toliver — violinist
• Alpines- musical duo
• Phoebe Colling James- artist and photographer
• Tony Ward- entertainer and model
• Vita Kan- ballerina and model
• Sophie Dickens- singer and model
• Greta Bellamacina- poet
• Stuart Hammond- writer and editor at Dazed and Confused Magazine
• Laura Gosh-film maker
When watching the short brand film, it only emphasised
what I already knew. The brand that was founded in 1994, still shows off
the sheer diversity of people wearing its items. How they can work for a
variety of people, in a combination of life time situations.
Have you watched the film? What do you think? I know I’m extremely excited about what’s to come!