AllSaints has unveiled its first collection under Creative Director Aaron Esh, alongside a new campaign and visual identity as the British fashion brand looks to reaffirm its London roots.
The autumn/winter 2026 collection launches today (1 September), marking a new chapter for the British fashion brand under the London-based designer.
The first campaign for Esh’s AllSaints features models Kiki Willems and Lux Gillespie, alongside a street-cast group of Londoners including artists, students, a carpenter, a chef, a dancer and a publisher.
“I’m less interested in defining an AllSaints customer by age or demographic. I’m interested in character,” Esh said.
“Ultimately, I want people to see someone walking down the street and say ‘they’re very AllSaints’. That’s what real fashion is – creating an identity. No branding on them, but very AllSaints.”
Esh, who founded his eponymous label in 2022, has established himself as one of London’s emerging design talents. He was a finalist for the 2023 LVMH Prize and has received support from the British Fashion Council’s Newgen programme.
His arrival at AllSaints comes as the brand undergoes a wider reset, with the business looking to strengthen its creative identity while retaining the London heritage that has defined it since its founding in 1994.
The AW26 collection revisits familiar AllSaints signatures, including leather, denim, T-shirts, boots and tailoring, with Esh reworking the wardrobe through new cuts, proportions, finishes and colours. Leather remains central, but extends beyond the brand’s traditional distressed black jackets into new weights, finishes and jewel-toned suedes.
“London is about attitude; how people wear clothes in unpretentious ways. You can mix high and low. You can wear things that are new. You can wear things that are thrifted,” Esh said.
The launch also introduces a new logo and graphic system, with the brand’s Ramskull repositioned across product, imagery and editorial projects.
Alongside the collection, AllSaints has launched a redesigned website featuring AllSaints World, an editorial platform bringing together campaign imagery, lookbooks, articles, music, profiles and stories from the creative community surrounding the brand.
The programme will also include The Ram, a limited-edition zine launching during London Fashion Week and available for free at AllSaints stores worldwide.
The autumn/winter 2026 collection is available at AllSaints.com and selected AllSaints stores worldwide.