Originally opened back in 1998, AllSaints’ Earlham Street store in London is the brand’s longest running retail space and should be considered a fashion institution.
Recently, the brand, who are renowned for their edgy and cutting-edge approach to style, have transformed Earlham Street into an experimental, highly creative concept store in which to explore AllSaints’ key values, independent way of thinking and continued innovation.
April 2013 saw AllSaints launch their first project with the exhibition space, entitled ‘The Biker Project’. Stripping the store back to its industrial bones, fifty one-off leather jackets were produced and suspended from the ceiling in order to showcase the quality and spirit of AllSaints’ clothing.
With the biker jacket an iconic signature piece for the brand, the collection represented their ethos fully: a rebellious attitude but with a thorough commitment to exquisite craftsmanship and design.
The Biker Project ran for three weeks and Earlham Street has since been reformed into a unique screening room, which coincides with AllSaints’ newest venture: AllSaints Film.
Not content with delivering some of the freshest and edgiest clothing collections each and every season, AllSaints have branched out into film production. AllSaints Film is set to deliver several projects each year, featuring everything from fashion, style, music and street documentaries to moving image installations – all designed to capture the essence of the brand.
In addition to in-house projects the division will give young up-and-coming film makers and artists the opportunity to showcase their talents, under the watchful eye of creative director Wil Beedle.
“Film is perhaps the most exciting and accessible medium with which to capture the Spirit of the All Saints DNA – creativity, attitude, individuality”
Wil Beedle, AllSaints Creative Director
NEW MUSIC CITY
The debut from AllSaints Film, NEW MUSIC CITY, is a documentary about the growing Nashville music scene; no longer just a country music spot but a go-to destination for exciting new music and bands.
It contains interviews with Kings of Leon and live performances from the Serpents And Snakes showcase at this year’s SXSW, along with other Nashville based bands – including Turbo Fruits and The Features.
The teaser video for NEW MUSIC CITY can be viewed below. You can watch the full version online now at AllSaints.com/music/ or at the Earlham Street screening room:
AllSaints Earlham Street
AllSaints Earlham Street is currently showing DE//CONSTRUCT, a short film revealing the behind-the-scenes rebirth of the store, and the newly released NEW MUSIC CITY.
Transformed into a one-of-a-kind screening room, the Earlham Street store is something that demands to be experienced in person. With seats especially flown in from a Nashville music theatre, the room feels authentic and provides the perfect backdrop to view the two stylish documentaries in all their glory.
Earlham Street will continue to house and present collections, exhibitions and performances that converge fashion and art, while inspiring AllSaints’ ever-growing community:
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5 EARLHAM STREET
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