Fashion brand AllSaints targets film for its next venture

Founded in 1994 in East London, Spitalfields, London-based fashion brand AllSaints has decided to launch a film division. Not content with just fashion design, and their firm location in eleven countries, they hope to unveil videos and films that embody the AllSaints spirit and ethos.

The brand’s new Creative Director Wil Beedle states: “Film is perhaps the most exciting and accessible medium with which to capture the Spirit of AllSaints DNA – creativity, attitude and individuality,” and “we can’t wait to share the exclusive content we’re creating with our ever-growing global community.” AllSaints Film is a brand new project where films, installations and street documentaries will be brought to life by the next generation of young filmmakers, and they plan to deliver several projects each year.

AllSaints Film’s first release appeared on May 21st entitled New Music City, which can be viewed on their website. It is a documentary about the growing Nashville music scene, focusing on the Kings of Leons’ own record label, Serpents and Snakes, capturing the music’s unique spirit. Its subtitle is: “I lived in San Francisco in the dot-com era, I lived in London when dub step was happening… I’ve never seen anything like Nashville.” The documentary confirms Nashville’s firm place as a hub for new and exciting music.

New Music City shows exclusive interviews with the Tennessee-based Kings of Leon discussing the founding and inspiration of Serpents and Snakes, with performances from the AllSaints and Serpents and Snakes showcase where they co-hosted the stage at the South by Southwest festival this year. Much of the footage is from the SXSW festival held in Texas and highlights the up-and-coming bands that the record label represents such as The Kingston Springs, The Features and The Weeks.

Since 21st May, the AllSaints store on Earlham Street, Covent Garden has been transformed into an experimental showcase with a screening room taking inspiration from a vintage Nashville movie theatre showing the documentary.
AllSaints also chose a tight selection of musicians, artists and images for its “Portrait Series” to showcase their Spring/Summer collection 2013.

Arabella Bradley

For more information on New Music City and AllSaints Film visit here.