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AllSaints16 September 2026

AllSaints under Aaron Esh, from the room at The Ram launch: a campaign cast by trade and neighbourhood, a fanzine on Regent Street

AllSaints launched The Ram, its new fanzine, with Aaron Esh at 240 Regent Street on Wednesday evening, and the room told you where the brand is going. The campaign's Londoners are credited by first name and trade; Lux Gillespie is listed as a fashion design student from Canonbury. Esh started on 3 November 2025 and this was his first AllSaints crowd in his own store. 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.

02IN THE ROOM: LEATHER, NARROW SILHOUETTES, AND A CROWD NOTICEABLY YOUNGER THAN THE BRAND HAS DRAWN IN RECENT YEARS. THE MUSICIAN PETER XAN WAS AMONG THE GUESTS.

03ESH'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.

04THE MODELS IN IT ARE KIKI WILLEMS AND LUX GILLESPIE. EVERYONE ELSE IS CREDITED BY FIRST NAME, JOB AND PART OF LONDON.

05LEATHER STAYS AT THE CENTRE, BUT MOVES PAST THE DISTRESSED BLACK JACKET INTO NEW WEIGHTS, FINISHES AND JEWEL-TONED SUEDES.

06THE RAM IS A LIMITED-EDITION FANZINE ON THE MUSIC-FANZINE MODEL, AND THE RAMSKULL IS BACK AS THE HOUSE MARK ACROSS PRODUCT AND IMAGERY.

07ESH WAS NAMED CHIEF CREATIVE OFFICER ON 20 OCTOBER 2025 AND STARTED ON 3 NOVEMBER, REPORTING TO CHIEF EXECUTIVE PETER WOOD.

08THE 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.

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