AllSaints explores Mexico City in latest creative project

By

Barbara Santamaria

Published
May 19, 2017

British contemporary fashion brand AllSaints has released a short film celebrating Mexico City as the label seeks to broaden its international appeal.

The short film, named ‘I Love México City’, was shot over the course of a week with a cast of local individuals who embody the values of independence attitude and personal style. The project celebrates the people and the unique spirit of the city through a series of photographs and a short film.

“Over seven days in March, we set ourselves the task of exploring Mexico City to find a diverse range of kindred spirits, who we feel express the values and attitude of AllSaints,” said creative director Wil Beedle.

“Having photographed and filmed them in and around their own homes, streets and neighbourhoods, we immediately shared the resulting imagery in a huge installation that became the backdrop for a local party we held in their honour.”

The city chosen as the subject of the brand’s new creative project is also home to a new AllSaints store and the third location for the brand in Latin America. It joins a number of cities which have been featured by the brand in its ongoing series of global creative projects, including Venice Beach, New York City, London, Paris, Taipei, Woodstock and Tokyo.

Creative initiatives like these are an important part of the label, which is known for its vast offer of leather jackets and free spirit. “Just like the city itself, the week spent filming ‘I Love México City’ was chaotic and unpredictable, and more inspiring than most conventional ‘fashion-week’ experiences we’re ever likely to have,” said Beedle.

The London-based brand has 230 directly operated stores, franchises, and concessions in 26 countries including the UK, Europe, North America, Asia and the Middle East.