Cult and cool British brand AllSaints has grown big while managing to retain its loyal following, and it remains headquartered in the coolest part of London – Shoreditch. This season AllSaints and creative director Wil Beedle champion reality and pragmatism.
“The more we take AllSaints’ collections and the attitude of East London across the world, the more acutely I’m aware of the changing of the seasons. And how this affects our clothing and style choices – and our identity in general.
It feels like fashion has a newfound interest in the reality of people’s lives and society at large, so it seems curious that fashion brands and media continue to unveil bikinis at a time when many global customers are still waking up to icy-cold conditions. It’s the same when puffa jackets are launched in the mid-summer months.
Call it the effects of global warming or simply fashion remaining perched in its ivory tower, but this all seems out of synch. Out of season.
So I wanted to champion reality and pragmatism with a collection, a campaign and a seasonal message entitled “Out of Season”.
The collection of coats, knits and jackets drops through February and March, and showcases a spring palette for these typically winter garments.
And we’ve documented the collection in an ideal “Out of Season” destination – Ibiza.
We shot the imagery in January, against the island’s wind-battered shuttered beach-huts and empty streets. In doing so, we escaped the crowds and discovered the true spirit and physicality of “Out of Season”.
There’s real beauty when the masses have left, revealing a genuine community. Like when the tide sweeps back to uncover the reality of the landscape.
Seasonal dressing has never felt more real.”