The label relocates to LA for its latest campaign.

The follow up to last season’s New York shot new band campaign, AllSaints’ third instalment of the Biker Portrait Series boasts a serious change of direction, with the lens turned away from the studio out to LA’s Venice Beach.

“During a recent weekend spent in Venice Beach,” offers the brand’s Creative Director, Wil Beedle of the set-up, “I was struck by the number of people wearing our clothes in ways I’d never seen before – unique to their environment and lifestyle.”

“This sense of personal interpretation,” he continues, “made me want to dig deeper, so we ended up staying an entire week – street-casting people we found compelling, adding out latest biker jackets to their own AllSaints pieces, and just getting to know them.”

             


The result is a typically monochrome affair (such visuals being as core to the label’s aesthetic as its association with the iconic leather jacket), featuring a selection of the city’s new gen acting/skating/fashion/music heroes.

Accompanying the imagery (above) is the self penned ‘love letter to the youth and culture of Venice Beach’; a two minute short titled ‘Def in Venice’, it plays out in Zoe, Ash, Quinn and co’s natural habitats, namely beside the ocean and at the skate park.

Setting the tone is Ariel Pink’s 2012 cover of Joe and Donnie Emerson’s 70’s number ‘Baby’, further fulfilling the ideal lifestyle situation awarded the district in movies and dream like vacations.

www.allsaints.com

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