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ALL SAINTS Autumn/Winter ’13: A New Direction For The Brand

All Saints AW13

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Alongside viewing the fabulous AW13 collections, London Fashion Week is a great chance to catch-up with fellow journalists/bloggers and also see what some of the high street fashion and beauty brands have on show in various hotels/events happening around Somerset House. One of the these was ALL SAINTS.

ALL SAINTS invited a group of bloggers down to its nearby Covent Garden store, to find out a bit more about what the brand has been up to and have a sneak preview of the new Autumn/Winter ’13 collection – before it hits stores in June. Sadly, I’m not able to publish my pictures but I’ll try and explain a bit more about the new direction.

All Saints AW13 1

Under the guise of a new managing director (who joined the brand from Burberry) alongside a new head of creative, the high street label has taken a distinctly more grown-up direction for autumn, focusing on beautiful fabrics, silhouettes and textures. I have to admit, I haven’t been in an ALL SAINTS store for a long time. When I lived in Brighton and during my Uni years in the early Noughties, ALL SAINTS was the go-to label for everyone. I remember the iconic leather studded belts, the cool directional clothing and the chunky silver jewellery, which always perfectly set-off the look. People would wear head-to-toe ALL SAINTS and it really worked.

Fast forward half a decade though and for me the brand hadn’t really moved on, as I grew a bit older and my tastes grew with me, I felt ALL SAINTS hadn’t. So, it was with huge anticipation that I went to see their new Autumn/Winter collection, as I was really looking forward to seeing what a new creative team would bring to the table. And for the first time, in a long while, I a saw a collection of pieces I really wanted to wear.

The attention to detail, quality of fabrics and a grown-up ’90’s feel gave the range a strong direction for AW13 but still very much with the ALL SAINTS DNA. My pictures highlight this, but unfortunately ALL SAINTS have requested we don’t publish any, so I guess you’ll have to wait until June…

Emily @ FashionBite xxSign-Up To FashionBite’s Weekly News

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