AllSaints, the global contemporary fashion brand that designs full collections of womenswear, menswear and accessories, has expanded its portfolio into the fragrance arena with the launch of three diverse unisex fragrances.
Within the collection are Sunset Riot, Metal Wave, and Incense City – all with an edgy delicacy that is full of unexpected contradictions. Unlikely elements pulled from natural and industrial landscapes complement one another: leather and silver metal mingle with flora and wood, while sun and sand are met with smoke and concrete. These rare combinations inspire an olfactory experience that is distinctively AllSaints.
“AllSaints promotes the idea of diverse individuality,” said Wil Beedle, the brand’s Chief Creative Director. “Our collections act as a catalyst for our global community to express their individual style, creative impulses and unique identity. No one thing defines who you are, and our first fragrance collection explores that through scent and design. The three fragrances were created to contrast, complement and contradict. We want both men and women to feel liberated by the fragrances’ capacity to open the boundless doors of self-expression.”
AllSaints Sunset Riot EdP is described as addictive and explosive and its composition includes pink pepper, orange flower, and cedarwood. The Metal Wave EdP fragrance is classified as unexpected and contains accords of juniperberry, magnolia, and papyrus wood. The third scent, Incense City EdP, is portrayed as Oriental, provocative, and hedonistic with distinctive notes of cypress, cedarwood, and incense.
The new campaign imagery is juxtaposed with fragments from AllSaints’ film archive footage of the brand’s global journey from its hometown of London, to Venice Beach to Mexico City to Tokyo and beyond – to create an assembly of the past and the present.
The elements of the fragrance bottle and carton were photographed using dead stock of original Polaroid film – in itself a nod to the way that memory is so inherently linked to the olfactory experience.
The AllSaints fragrances are available at select AllSaints boutiques and online at AllSaints.com and are presented in 100ml size bottles and retail at £49 each.