LONDON — The British brand AllSaints is launching a concept label that will make its debut on Monday at Selfridges, WWD has learned. Set to sit alongside the main line, it has been created with more luxe materials and is launching with women’s wear only.
According to creative director Wil Beedle, AllSaints Limited will allow the brand to unveil items and collections that can complement the main line. All the items from All Saints Limited will be hand-numbered.
“I wanted to explore the clothes that underpin the brand in a more restricted, more limited, personal way and elevate them consciously both in terms of material and craftsmanship, but also in a precision of expression,” said Beedle.
“This collection will, in its first instance, engage people who have never seen the brand, but will also attract many people who are loyal followers of the brand to see this in a different way as well.”
In the first season, the 50-piece women’s range will offer leather, knitwear and outerwear that takes its cue from the Nineties, with high gloss leather and military touches. Leather jackets are re-imagined with enlarged Italian shearling collars.
The oversized silhouette is also seen in military parka overcoats or knitwear. The price range is about 30 to 40 percent more than the main line. This season, prices range from 118 pounds, or $144, for denim jeans to 1,298 pounds, or $1,589, for a shearling parka. It will be sold at Selfridges and on the retailer’s website.
The brand has partnered with Selfridges on a 1,200-square-foot pop-up shop located on the international luxury designer floor on the store’s second level. The space was designed with a minimal aesthetic using concrete and brushed steel for furnishings. It will include a video showcase of Nineties TV shows with footage of Swiss actress Aomi Muyock.
Launched in 1994, AllSaints offers men’s wear, women’s wear, footwear and accessories, and has 180 stores, concessions, franchises and outlets in 20 countries.