In 2013, fashion brands are no longer just about the clothes, and their platforms extend far beyond a runway. The contemporary fashion consumer has a wider scope of cultural influence to construct her identity — one where music, design, technology and other various creative capital all come into play.
British fashion brand AllSaints understands this, having recently launched LA Sessions, a new digital music series featuring live music performances and accompanying artist interviews. To kick off the ongoing series, AllSaints invited band OneRepublic to record an acoustic show and interview in the brand’s Beverly Hills newest flagship. Led by frontman Ryan Tedder, OneRepublic gave an exclusive performance of their brand new single “Counting Stars” alongside material from their third album “Native”.
Designed with both the artist and the consumer in mind, the “state-of-the-art” space offers advanced sound equipment, an in-store acoustic studio, and most importantly, a uniquely immersive retail experience.
This isn’t the company’s first push at innovative brand integration. AllSaints has been working towards a more digital and interactive approach evident by their site’s music and video collections showcasing highly stylized campaign films, behind the scenes lookbook shoots and exclusive recording sessions with emerging musical talent.
Combine all this with their consistent collections of gorgeous and smartly-designed clothes and it’s safe to say AllSaints is hitting all the right notes.