AllSaints shuns NYFW, debuts SS17 collection with short film

By

Barbara Santamaria

Published
Sep 9, 2016

This season, AllSaints has decided to present its new Spring/Summer 17 collection with a short film instead of a traditional New York Fashion Week showcase.

Starring Uma Thurman and Ethan Hawke's daughter, Maya Thurman-Hawke, the film ‘Far From Here’ evokes the longing to escape the city in search of the space and freedom of summer as it follows Maya in and around her hometown of Woodstock in upstate New York.

This is the first time the British label collaborates with the young star, who is currently studying at Juilliard in NYC.

AllSaints’ creative director Wil Beedle comments: “Anyone who spends any time with Maya will tell you that she’s smart, cool and possesses an infectious enthusiasm for new ideas, the creative process, and life in general. And as the title suggests, making this film with Maya is a conscious decision to escape from the city and New York’s increasingly overcrowded fashion week. Taking a trip up to Woodstock with Maya to capture the collection in the environment that inspired it – and then share it a week later with the world – felt more appropriate, more free, more now.”

The film and image campaign will be launched across AllSaints’ platforms on September 9.

AllSaints is a premium British fashion house with a digital mindset and an innovative approach to global branding. It has 180 stores in 20 countries, including UK, Europe, North America, Asia and The Middle East.