AllSaints undergoes brand reset under Chief Creative Officer Aaron Esh

Chief Creative Officer Aaron Esh is leading a comprehensive brand reset for AllSaints, aiming to provide a “luxury experience at a contemporary price.” The overhaul includes the introduction of a studio-style system to replace the brand's historical commercial operation, with Esh noting that legacy pattern blocks from the last three decades have been discarded.

The relaunch features the AW26 collection, which focuses on re-engineering core items like leather jackets, shearling coats, jeans, and knitwear with an emphasis on cut, proportion, and hand feel. Beyond the clothing, the brand has implemented a complete redesign of its website, graphic identity, social media strategy, and in-store music playlists.

To mark the relaunch, AllSaints has released a campaign shot by Alasdair McLellan and distributed 10,000 copies of an 80-page magazine across its global stores. Esh, a Central Saint Martins graduate, intends to define the brand through character and a specific “London sensibility” rather than strictly by age or demographic.