At Their NYFW Debut, AllSaints Traded in Models for Creatives

AllSaints Spring 2014

Notice something missing?

Starting yesterday morning and ending late this afternoon, AllSaints is showing its Spring 2014 collection not in a 15 minute runway extravaganza, but a leisurely, two-day presentation in a capacious SoHo loft.  Making it possible are the models — mannequins who need not eat, move, or complain.  Terrible though it might sound to deprive the teenagers in town of work, the brand hired some other candidates in their stead, making for an unusual, interactive new take on the usual Fashion Week experience.

AllSaints video editor

In one corner of the loft, a video editor worked on a moody black-and-white cut of the brand’s new shoes, with the film projected on the wall as she progressed.  In another, a handsome artist sketched the model who inspired the collection — an enormous, dying flower arrangement reminiscent of decor in a Brontë novel.  Lest this sound like a distracting gimmick, the artist’s rendering of flora mortis (AllSaint’s official term for the item/inspiration) will be incorporated into a shirt included in next season’s collection.

AllSaints in-house artist

And in another spot, a computer monitor showed AllSaints’ dedicated microsite, collating the audience’s photos hashtagged with #allsaintsnyfw (photos are credited; we were happy to make the cut).

Last and maybe most important, showing clothes on wooden mannequins means you can touch and examine everything without feeling like a jerk.  This is particularly important at AllSaints, which is driven by luxurious fabrics (the structure on the leather jackets obfuscates how soft they turn out to be) and careful construction.  None of the samples were slapdash, show-only items.

Check out all the looks (shot in advance of the presentation):