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Brief Published: 3 Mar 2011

All Saints’ Sessions


Fashion retailer All Saints is following in the footsteps of a plethora of brands, including Burberry and Diesel, by jumping on music-based affiliations to reach a wider customer base (read more in our report Music & Retail: New Romance).

Using the warehouse space below its East London design offices as a recording studio and filming location, All Saints has just started presenting fortnightly updated online content, such as live performances, lectures and interviews.

Championing new music talent, the cultural initiative – called the Basement Sessions – will be spread across all its online channels: Facebook, Twitter, a mobile app, iMix music player and downloadable content, ensuring it is viewed by as many potential customers as possible.