The latest AllSaints ad campaign by Creative Director Aaron Esh with photographer Alasdair McLellan seems a successful attempt at reviving a brand that was stuck in the last decade. With a London-focused narrative, it is clear the label is altering their targeted audience.
We are faced with models who make up a cohort of aspiring individuals at the forefront of the campaign, hailing from different areas of London. From students to retail to assistants to underground rappers, models were street casted. There is an authentic grittiness to it, setting itself apart from any other AllSaints campaign we have seen so far. And it is working.
In this portrait of London, we are given denim cuts, checkered shirts and trench coats, and signature leather biker jackets. The advertisement is rooted in expressing the return of the ordinary in British fashion. It is about pairing the everyday basics with a one-of-one leather coats or accessories.
Each caption under the series of portrait photographs provides us with a sense of their personality which we do not typically see in a field where fashion models are unreachable. Instead, Zah a model for the campaign becomes the dancer from Camberwell or Kiara encapsulates the role of being a retail assistant from Stoke Newington in her shot.
As we digest the ad campaign, we envision these people genuinely wearing their garments from AllSaints across various real-life situations. Making fashion seem accessible even when it feels luxury.
Creative Director Aaron Esh said: “Ultimately, I want people to see someone walking down the street and say ‘they’re very AllSaints’. That’s what real fashion is, creating an identity. No branding on them, but very AllSaints.
London is about attitude; how people wear clothes in unpretentious ways. You can mix high and low. You can wear things that are new. You can wear things that are thrifted.”
What intrigues us the most is the selection of rage-beat rapper SINN6R as a model for the campaign. Music being part of AllSaints’ ethos is a deliberate choice. And SINN6R’s emo-edge makes him suitable for this ad. He brings authenticity and rebellious energy, representing the new generation of Brits. SINN6R gives the brand a contemporary edge, where AllSaints is acknowledging the subculture and making it part of fashion.
Under Esh we are seeing a revival of AllSaints as a brand for Gen Z with the fashion label being sought after on Vinted. Young people in the UK are searching across the Internet, charity shops and their parent’s wardrobes for 1994-2010’s AllSaints garments. This comes as no surprise with the return of 90’s grunge in modern fashion, sported by Gabbriette, Charli xcx, Playboi Carti, Lancey Foux and more.
Since Esh’s appointment the previous year, we have been blessed with a new logo, collection, immersive website, and campaign, fashioning the brand into his own reinterpretation of British grunge. No better to work on a campaign with stylist Katy England, known for collaborations with Alexander McQueen.
On September 5, 2026, AllSaints took over their flagship store in Spitalfields, East London. Here we saw the likes of SINN6R and Ledbyher performing at the event, embellishing the claim that AllSaints is rebranding into a label with a younger, fresher attitude. Esh is marking a new chapter for the brand, marrying music with fashion.
It also feels timely with London Fashion Week coming up. Among the new collection, the team at AllSaints have been working on a limited-edition zine ‘The Ram’ which will be available for free at Fashion Week. Hold on tight to those AllSaints pieces that have been collecting dust in your closet as their value is about to surge.
