AllSaints embraces their London street heritage this season in the latest fall 2019 campaign lensed by photographic storyteller Daniel Jackson.
The campaign follows the exploits of today’s youth of London dogging in and out of shops, pubs laundromats, and jewelry stores whilst driving the streets in a convertible BMW. Part lux, part asphalt and all tongue with a little cheek.
The campaign isn’t AllSaints Creative Director Wil Beedle’s first but it is one of his largest, providing plenty of assets to help the house celebrate their 25th anniversary. Beedle wasn’t around for all those years though as his journey began at Cambridge University where he studied English Literature before moving to Paris. While there he became a visual artist working in the fields of painting and fabric collage. Shortly after returning to London in 2006, Beedle joined AllSaints as Menswear Director and six short years later he became the houses Chief Creative Director.
The designers slow and steady approach coupled with his understanding of the houses DNA has allowed the label to grow in a difficult climate. Teaming with Daniel Jackson, who also lensed the houses Spring campaign, is a step in the right direction as the label has the foundation for growth but requires more marketing muscle to help it take the next steps and grow its audience. Not unlike the cluttered street setting of the campaign, the market place is also crowded and AllSaints will need more ongoing, rather than seasonal stories if they are going to break out of the confines of thier current London alleys.
All Saints Creative Director | Wil Beedle Photographer/Director | Daniel Jackson Models | Gaia Orgeas, Molly Morrish Gallagher, Alf Harris, Amber Rose Witcomb, Jeremiah Berko Stylist | Celestine Cooney Hair | Luke Hersheson Makeup | Hiromi Ueda Casting Director | Liz Goldson Location | London