All Saints

Sep 2026

For the All Saints Fall 2026 ad campaign, the brand leans into a raw, localized energy that redefines the high street fashion narrative by focusing on the authentic character of London life. Moving away from polished artifice, the campaign features a diverse cast of local creatives, including dancers, carpenters, and students, all captured within a clean, editorial monochrome aesthetic. The series, which relies heavily on high-key lighting to emphasize texture, channels a gritty yet sophisticated visual language. The imagery is marked by a distinctive graphic stamp of a horned ram skull, a recurring typography element that anchors the campaign in a specific, subversive identity. With creative direction from Aaron Esh and Jamie Reid, the portraits feel intimate and unvarnished, successfully marrying commercial appeal with the spirit of individual expression. Photographer Alasdair McLellan masterfully utilizes soft light to pull detail from heavy denim and structured trench coats, while stylist Katy England provides a sharp, layered aesthetic that complements the urban subjects. By pairing professional models like Kiki Willems with a candid, localized cast, the campaign effectively disrupts the typical industry polish. The result is a series of commercial images that feel less like traditional advertisements and more like a curated portrait of a city, utilizing consistent typography and a stark, graphic approach to solidify the All Saints brand identity for the upcoming season.

Editorial, Commercial, Monochrome

Typography

High Street Fashion, Fashion