AllSaints does not stray from its signature palette of sludgy colours this season, interpreting spring 09’s trends to suit its cool, edgy image. A pretty, muted, ditzy floral print was used on strappy tops, tiered skirts and parachute dresses to combine the boho and floral trends, while sculptural skirts, heavy folds of fabrics and an emphasis on the hips through dresses ticked off the trend for angular shapes.
About 80% of the offer is made up of casualwear, including knitwear, T-shirts and hoodies – with some leather jackets – and make up the front three quarters of the shop. AllSaints’ interpretations of the boho and floral trends also sit within this space and are right at the front of the store. More dressy product, including jewelled neckline and sculptural dresses, is mainly found towards the back of the shop but look too much like last autumn’s product.
AllSaints’ cool interior is perfectly pitched to its product and customer. The exposed brick work is offset by rows of Singer sewing machines in the shop window and a display of ram heads - the brand’s logo – on the adjacent wall. The staff are just as cool as the store – they don’t approach customers and some shoppers may even find them intimidating.
A simple, cotton vest with no detail is too expensive at £40, as is a cotton tank top at £85, but leather jackets are good value at £295. The parachute floral print dress is £160, while a Lurex, jewelled neckline dress is £125. An Aztec-print dress with exposed zips and voluminous pockets is good value at £95.