AllSaints under Aaron Esh: the first campaign cast by trade and neighbourhood, The Ram fanzine launched on Regent Street
AllSaints launched The Ram, its new fanzine, with Aaron Esh at 240 Regent Street on Wednesday evening.
In the room it read like the older AllSaints: leather, narrow silhouettes, and a crowd noticeably younger than the brand has drawn in recent years, the musician Peter Xan among them. The campaign's Londoners are credited the same way, by first name and trade; Lux Gillespie is listed as a fashion design student from Canonbury.
The prices sit where the alternative premium labels sit: a leather bomber jacket is £479, a suede jacket £499, a cotton T-shirt £39 and slim jeans £139. Esh, on 1 September: 'London is about attitude; how people wear clothes in unpretentious ways.' Lion Capital has owned the company since 2011.
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The post, as it ran
01ALLSAINTS LAUNCHED THE RAM, A FANZINE, AT ITS REGENT STREET STORE ON WEDNESDAY, WITH AARON ESH TEN MONTHS INTO THE JOB.
02ESH'S FIRST CAMPAIGN WAS SHOT BY ALASDAIR MCLELLAN AND CAST BY TRADE AND NEIGHBOURHOOD: A CARPENTER, A CHEF, A PUBLISHER, A SKATER, AND THE RAPPER SINN6R.
03THE MODELS IN IT ARE KIKI WILLEMS AND LUX GILLESPIE. EVERYONE ELSE IS CREDITED BY FIRST NAME, JOB AND PART OF LONDON.
04LEATHER STAYS AT THE CENTRE, BUT MOVES PAST THE DISTRESSED BLACK JACKET INTO NEW WEIGHTS, FINISHES AND JEWEL-TONED SUEDES.
05THE RAM IS A LIMITED-EDITION FANZINE ON THE MUSIC-FANZINE MODEL, AND THE RAMSKULL IS BACK AS THE HOUSE MARK ACROSS PRODUCT AND IMAGERY.
06ESH WAS NAMED CHIEF CREATIVE OFFICER ON 20 OCTOBER 2025 AND STARTED ON 3 NOVEMBER, REPORTING TO CHIEF EXECUTIVE PETER WOOD.
07THE YEAR TO 1 FEBRUARY 2025: GROUP REVENUE £441.3 MILLION, DOWN 4%. EBITDA UP 1% TO A RECORD £69.5 MILLION, AND PROFIT BEFORE TAX UP 55% TO £28.2 MILLION.