What's Happening?
AllSaints, a prominent clothing brand, has announced the appointment of East London designer Aaron Esh as its new chief creative officer, effective November 3. Esh, a graduate of Central Saint Martins,
launched his own label in 2022 and has gained recognition for his unique aesthetic that combines Savile Row tailoring with British subcultural influences. His work has earned him nominations for prestigious awards and a regular presence at London Fashion Week. Esh expressed his admiration for AllSaints, citing its London sensibility and commitment to craft as key factors in his decision to join the brand. He aims to build on the brand's strengths and evolve it for a new generation. Esh will continue to operate his independent label alongside his new role at AllSaints.
Why It's Important?
The appointment of Aaron Esh as chief creative officer is significant for AllSaints as it seeks to refresh its brand identity and appeal to a new generation of consumers. Esh's background in merging traditional tailoring with contemporary influences aligns with AllSaints' reputation for combining edge with refinement. His leadership is expected to bring a fresh perspective to the brand's creative direction, potentially enhancing its market position and expanding its reach. This move reflects a broader trend in the fashion industry where brands are increasingly focusing on cultural relevance and accessibility to attract younger audiences.
What's Next?
Esh will report directly to Peter Wood, CEO of AllSaints, and will be responsible for shaping the brand's creative direction across menswear and womenswear. He will lead design, campaigns, digital identity, and overall brand tone from AllSaints' East London studios. The brand anticipates that Esh's appointment will drive innovation and strengthen its global presence. As Esh begins his tenure, stakeholders will be watching closely to see how his vision translates into tangible changes in AllSaints' offerings and market strategy.
