British fashion brand AllSaints, founded in 1994 by Stuart Trevor, is celebrating its 30th anniversary with events at London Fashion Week.
From September 13 to 15, AllSaints will host exclusive activations at the Serpentine Gallery in London.
This celebration will feature a catwalk show showcasing its spring/summer 2025 collection, along with a special dinner to launch its new fragrance collection.
In a creative twist, AllSaints has teamed up with 13 artists who have personalized one of the brand’s iconic leather jackets, including new vegan leather options. The artists involved include Real Hackney Dave, Thomas Lelu, Devon Rodriguez, The Connor Brothers, Jayson Atienza, Sophie Tea, Cassandra Yap, Elly Azizian, William Solomon, Jessica Albarn, Mr. Cenz, and Isis Maria Niedecken, along with AllSaints’ own graphic designer, Sam Thomas.
These unique designs will be displayed at the gallery and auctioned off during a cocktail event on the final evening, with all proceeds benefiting Shelter, the retailer’s national charity partner.
Additionally, AllSaints has curated a special 30th Anniversary Edit to honor its heritage, reviving pieces from the AllSaints Archive. This collection, overseen by Chief Operating Officer Catherine Jobling, showcases the brand’s distinctive design DNA.
Expanding Product Lines
The London Fashion Week festivities coincide with the announcement of new licensed product ranges, including eyewear, kidswear, fragrances, men’s tailoring, and underwear. Jobling expressed excitement about these partnerships,
stating,
“2024 marks an incredible milestone for AllSaints as we celebrate our 30th anniversary. These partnerships will get our beautiful clothes and fashion accessories to even more customers across the world and take our brand to new heights.”
The first licensed product is a gender-neutral optical range created in collaboration with eyewear specialist Mondottica, which launched this summer. This collection features 14 styles made from sustainable materials, significantly reducing gas emissions and fossil fuel usage.
AllSaints has also introduced a premium kidswear line called ‘smAllSaints’ in partnership with Next, offering outfits for boys and girls aged 4-13.
This month, AllSaints is launching three new fragrances with Scent Beauty: Sunset Riot Intense, Shoreditch Leather, and Ravaged Rose. These scents come in bottles designed with a leather sleeve, reflecting AllSaints’ signature aesthetic. The fragrances will be available globally at specialty fragrance stores and premium department stores.
