Personal style in its purest form expresses freedom, an evocation of emotion and a willingness to be an individual that separates one from societal dictations. In a sense, personal style depicts an escapist element within who we are as individuals, reflective of what we want to be perceived as in society. This methodology is most prominent with British fashion house AllSaints, as the contemporary retailer drives self-awareness, individuality, and personal style through its latest campaign, “Biker Portraits: New York.”
New York City holds the blueprint of the American hustler, “Money, Power, and Respect” (in that order). It’s the city that creates and molds your character while asserting a sense of individualism. AllSaints explores this ideology returning to a familiar location to unfold modern discoveries, inspirations, and aspirations for the new generation. The contemporary brand founded in 1944, reflects the definition of independent spirit injecting this credo into the very core of the company. ‘Biker Portraits: New York’ plays on the influence of personal style, what this means to the individual, and how personal style is woven into the AllSaints’ heritage. The previous series explored the streets of Venice Beach, Mexico City, Tokyo, London, and New Orleans. This installment caters to the true grit of the city that never sleeps, from SouthSide Jamaica, Queens to the downtown Lower East Side kids. The streets echo a resounding call and response sound of, “Yo, you good?!” to “I’m aight, just out here tryna live” all indicative and representative of the New Yorker in all of us.
This campaign mirrors AllSaints’ systematic nature as they cast a gaze over the generation of tomorrow expressing their lifestyle, identity and personal narrative framed within a moment in time. Exploring self through style is a pillar for the brand, prevalent in both its past collections depicting one’s youth, attitude, attributes, and journey as an individual.