AllSaints launches their new SS13 collection with an interesting collaborative set of portraits.
Unlike many high street stores, AllSaints has, until now, resisted the lure of TV and print advertising – relying purely on the merits of their design-led garments to secure their place at the top of the high street.
However, following on from last season’s short film advertisement, the brand continues to strive to be more creative in the way it presents itself to the consumer. In typical AllSaints style, this collaboration relies on the talent of a wide range of creative practitioners (by this we mean models, musicians, photographers and artists) rather than just selecting a high profile celebrity or designer to become the face of their campaign.
The launch of the series sees a group of portraits developed by the individuals involved in the project. A collection rooted in a rejection of inherited thinking and appetite for creative disruption, the collaborators teamed up with the AllSaints design team in order to instill these qualities into all the resulting garments and promotional output for the brand.
Whilst the debut set of portraits showcases the first drop of spring/summer garments that are arriving in store, we are looking forward to seeing how this project evolves and continues to question and develop the brand’s identity.
The collection itself has all the archetypal AllSaints hallmarks – exquisite leather jackets (nowhere on the high street does better leathers in our opinion), skinny denim and unstructured transitional blazers are all finished with a signature rock ‘n’ roll flair.
You can shop the new season collection now at AllSaints.