AllSaints unveils new brand identity under Aaron Esh

British fashion brand AllSaints has unveiled a new brand identity under the creative direction of London designer Aaron Esh, alongside the launch of its autumn/winter 2026 collection.

The move is the first major creative expression of Esh, following his appointment as chief creative officer in October 2025. Esh oversees the brand’s design, campaigns, digital expression and overall brand tone across menswear and womenswear.

For AW26, Esh has worked with stylist Katy England to revisit AllSaints’ core wardrobe, including biker jackets, denim, boots, T-shirts and leather. Drawing on vintage garments and the brand’s archive, the collection updates familiar styles through changes to cut, fit, materials, finishes and proportions.

Speaking on the collection, Esh said: “Redesigning a brand identity was never about creating something new. It was about taking the best of what it already was and presenting it in a different way."

The repositioning also extends beyond product into a new logo and graphic system that have been introduced, while the brand’s Ramskull has been reworked as a renewed signature.

Next to this, AllSaints has also launched AllSaints World, an editorial platform covering fashion, music, photography and culture. Its first projects include The Ram, a limited-edition fanzine launching during London Fashion Week, alongside music and cultural events.

The campaign, photographed by Alasdair McLellan, features 17 Londoners and models of different ages and backgrounds, reinforcing the brand’s focus on individuality and London culture.