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Brief Published: 21 May 2013

Fashion Brand AllSaints Launches Film Division


British fashion retailer AllSaints has become the latest brand to harness the power of branded video as it announced the launch of its own film production division this week.

Exploring everything "from music, style and street documentaries to cutting-edge moving image installations", the content has been billed as being focused on far more than just fashion, and will see the brand commissioning young, innovative filmmakers as well as producing its own in-house content. Videos will play in a dedicated page of AllSaints’ main e-commerce website (joining its existing music video section) and on the retailer’s own YouTube channel.

“Having a fully operational film division allows us to commission and create in-house exclusive content that can be quickly, broadly and nimbly shared with our ever-growing global community,” said AllSaints’ creative director Will Beedle, who is personally overseeing the film division. “As a brand that prefers ongoing digital communications to, say, seasonal print campaigns, we feel that film truly is the medium of our times.”

The division’s first release, New Music City – a documentary about the burgeoning Nashville music scene by London-based production company Somesuch & Co – debuts today (May 21). It focuses on US rock band Kings of Leon’s independent record label Serpents and Snakes, and includes exclusive interviews with the group.

While it’s not immediately obvious where the synergy lies between a record label from the Deep South of America and a fashion brand that usually plays up its urban, East London credentials, Beedle explained that Serpents and Snakes was selected because it shared the same “spirit and attitude” as AllSaints – giving an indication of how they might select subject matter for future footage.

The launch follows a live event at AllSaints’ Earlham Street store in London on May 17, for which the store space was transformed into a screening room, decked out with vintage theatre seating flown in from Nashville.

As previously reported by Stylus in Fashion Film & Ecommerce and Branded Video’s Golden Age, retailers’ films have evolved beyond hard-sell fashion promos to encompass increasingly sophisticated cinematic offerings, which often have little or no obvious connection to product. See Music & Retail: New Romance for more on how retail brands have tapped into the enduring love affair between fashion and music.

For more examples of labels taking digital video content to the next level, see Burberry Acoustic’s New Talent and 7 For All Mankind’s Beautiful Odyssey.

All Saints


AllSaints Films - New Music City from AllSaints on Vimeo.