AllSaints partners with Selfridges to launch concept range

By

Barbara Santamaria

Published
Oct 17, 2016

AllSaints is launching the first season of its new concept label, titled Limited, in exclusive partnership with upmarket department store Selfridges.

The line will focus on premium materials and craftsmanship, and only a limited number of garments will be made available to create an air of exclusivity.

“In a global climate in which everything is increasingly available anywhere and at any time, it felt like the right time to share something more limited with our audience, consciously restricted in scale and distribution but elevated in its quality of material and manufacture. This new platform - AllSaints Limited - allows us to release product and ranges that can sit alongside our collection and complement our brand" said Wil Beedle, Creative Director of AllSaints.

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The first collection will feature refined versions of 1990s styles, with a military focus and a high gloss fetishistic leather. 50 pieces make up the range, including classic leather jackets reworked with oversized shearling collars, military-inspired oversized parkas, knitwear in extreme silhouettes and ultra-gloss boots.

They will be presented in a 1,200 sq ft pop up store on Selfridges’ international luxury designer floor from October 2016. The space will showcase a minimal design, allowing the richness of the collection to take centre stage.

The space will also display a video installation of 90s televisions, which will show an ever-evolving series of screen-tests of actress Aomi Muyock, as she slowly engages and plays with the audience and the collection.

Jeannie Lee, Designer Galleries Buying Manager, Selfridges, commented “It’s exciting to see AllSaints diversify its authentic point of view with the introduction of AllSaints Limited. This is the first time a contemporary label has been presented in the Selfridges’ Designer Galleries, within our atrium residency space – a fashion environment at the centre of our Oxford Street store.”

AllSaints Limited will be also available on Selfridges.com.