Fashion

Watch AllSaints Take on the London Heat Wave With Short Film ‘Sun City’

Fashion

Watch AllSaints Take on the London Heat Wave With Short Film ‘Sun City’

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In an effort to reach and appeal to a wider customer base in our ever-expanding digital universe, East London biker brand AllSaints has recently added a film series to its company’s media platform. In following with the company’s “spirit for creative disruption,” the leather champions seek to create more subversive cinematic content than your average consumer plug. It’s resulted in AllSaints’ latest video, Sun City, that capitalizes on London’s current unusual heat wave as an opportunity to both introduce the brand’s swimwear line and to expose popular trends of objectification in marketing of the skimpy garment.  The video deceives and displaces the viewer, tricking them into assuming it’s a depiction of a sun-kissed beach babe lounging by a turquoise bay. The video shows an attractive blonde girl unzipping her classic AllSaints motorcycle jacket, revealing a black beaded bikini. The camera’s close up shots follow her to a reclining position on a patch of sand, but as the camera pans out, it reveals her true location to be a dingy mound of dirt on a barge floating down the murky Thames. It leaves you feeling damp and chilly, but amused nonetheless. The self-reflexive chronicle is witty and thought provoking, and manages to tie a traditionally tropical product to its grey and grungy London heritage.