homebound

AllSaints’ new campaign tells a tale of bohemian domesticity
Fashion | 31 August 2020

For the brand’s new Autumn campaign, AllSaints tapped into an idea we’ve become all too familiar with: homebound escapism.

Titled The New Bohemians, the imagery presents a louche new generation of dreamers, lovers and free-thinkers captured in a vast, empty house pondering a new, xxx future. Think Bernardo Bertolucci’s The Dreamers only with more clothes…

Shot on location in New York and overseen by creative director Wil Beedle remotely from London (Co-vid guidelines meticulously followed), the campaign echos AllSaints’ Autumn aesthetic, drawing on the brand’s relaxed tailoring to create layered silhouettes. With an emphasis on sustainability at the core, the collection is built from recycled yarns, responsible wools and vegetable-tanned leathers.

“Right now the world is in a state of flux,” says Beedle of the story behind the collection. “And we are all, more than ever, seeking, discovering and creating new realities – wherever we can find them. When we started this collection which celebrates the idea of elegantly liberated bohemians, we had no idea that languid domesticity would be so prevalent in the year ahead…” You heard it here, bohemian domesticity is the way forward.

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