The Early Bird: AllSaints Launches Their S/S 2015 Collection Digitally

With Fashion Week hullabaloo drawing to a close in New York, we’ve turned our eyes east — back to Europe, where the remainder of shows will take place. London is next on the list, and they’re definitely a city to be excited about. Home to the some of the most eclectic designers and labels in the industry — Topshop, Matthew Williamson, and Mulberry, to barely scratch the surface — London is certainly a departure, sartorially speaking, from New York.

One of the labels we were most excited to follow this year was AllSaints. They’re the paragon of downtown chic, with easy draping and figure-flattering silhouettes that don’t look out of place on models and mere mortals alike. Their approachable price bracket doesn’t hurt either.

Once again, the label proved to be ahead of the crowd and instead of opting for the usual catwalk or presentation scheme to display their S/S 2015 collection, they are choosing to premiere the collection in a digital space. That’s right — you can see the men’s and women’s collection on their social media channels and website later.

What that means is downright revolutionary. AllSaints is traditionally an extremely hot ticket for LFW, and an extremely anticipated collection. Choosing to eschew the runway and the show altogether is unheard of, especially for such a major brand. Technology has once again proven its hand-in-hand partnership with fashion, and it’s absolutely riveting to see it play out and trump over all other forms of tradition.

While it’s uncertain whether this is a start for a more digital approach to global fashion weeks, it’s still a stepping stone that’s worth noting. Being able to display an upcoming collection on the catwalk has been a huge part of a brand or designer’s life, and this bold move by such a major label is turning that notion on its head. While I agree with the fact that fashion is, after all, global and should be partaken in by everyone regardless of their involvement in the industry, there’s still a degree of professionalism and exclusivity that I don’t want to be lost in the industry due to a broadening horizon and a more social media-savvy generation. Those that work in the industry act as a filter for what gets seen in the public and what doesn’t, and that’s necessary: certain aspects of fashion require an expert to be able to interpret something that someone that’s less experienced in the field may not understand to the same degree. In other words — applaud the decision by AllSaints, but concerned as to where it might lead.

Regardless, the most recent collection is truly stunning. There are voluminous chambray trench coats, short-sleeved biker jackets, and white feather prints: in all, a stunning collection by a solidly striking label.

Let me know what you think in the comments below: do you applaud the bold move by AllSaints? Do you disagree?

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