What's Happening?
Aaron Esh has been appointed as the Chief Creative Officer of AllSaints, a significant development for the British fashion brand. Esh, who launched his own label in 2020, is known for his refined menswear
collections that blend Savile Row tailoring with East London style. In his new role, Esh will oversee AllSaints' women's and men's collections and guide the brand's overall creative direction, including marketing campaigns. This appointment is seen as a boost for London Fashion Week's emerging designers, as Esh plans to bring a cast of collaborators from London to work with him at AllSaints. The brand, which nearly went out of business in 2011, has been restructured under Lion Capital and reported a record revenue of £458 million for the year ending February 2024.
Why It's Important?
Esh's appointment is significant for the British fashion industry, particularly for emerging designers. His role at AllSaints is expected to provide a platform for London-based creatives, offering them global exposure. This move also highlights AllSaints' commitment to British fashion, as the brand continues to expand and integrate new talent. For Esh, this position offers financial stability and creative freedom, allowing him to continue developing his own label while contributing to AllSaints' growth. The collaboration between Esh and AllSaints could set a precedent for other fashion brands to support local talent and foster innovation within the industry.
What's Next?
Esh is expected to bring a new wave of creativity to AllSaints, potentially influencing the brand's future collections and marketing strategies. His collaboration with London-based creatives could lead to innovative projects that resonate with a global audience. As AllSaints continues to expand, the brand may explore new markets and opportunities, leveraging Esh's vision and expertise. The fashion industry will be watching closely to see how Esh's appointment impacts AllSaints' brand identity and market position.
Beyond the Headlines
Esh's appointment at AllSaints reflects a broader trend in the fashion industry, where brands are increasingly looking to collaborate with emerging designers to stay relevant and innovative. This partnership could inspire other brands to invest in local talent and explore new creative directions. Additionally, Esh's dual role at AllSaints and his own label highlights the evolving nature of fashion careers, where designers are finding new ways to balance personal projects with corporate responsibilities.