The rockiest retailer in Bluewater has cleaned up its act for spring 12 with fewer fussy details.
Gone are the days of shredded denim and T-shirts that look like they lost a fight with Edward Scissorhands - this season AllSaints has got cleaner with fewer treatments and it’s all the better for it. The pale palette looks fresh in-store, the washed shirting and denim benefitting from a softer look. Printed denim and chambray shirts stand out as do the well-cut chinos and printed swim shorts, but the outerwear seems a little heavy for spring.
This is the area AllSaints tends to fall down in. A loose-weave cotton jumper is expensive at £75 while a white cotton Oxford, also at £75, is no better quality than the French Connection one next door but without the button point of difference. The aforementioned chinos are good quality, the fit making the £65 price tag attractive. Denim at between £75 and £85 is standard decent quality AllSaints fare but a little mucked around with for the new aesthetic.
Much like at Ted Baker, when walking into this AllSaints store it would be hard to think you were anywhere else. The store concept is tight and on-brand with exposed girders, industrial fixtures, scrubbed wooden floors, heavy duty metal work and a wall of vintage sewing machines conveying the brand identity perfectly. The indie music and too-cool-for-school staff also contribute even if they were a little distant, while the store is well stocked if a little chaotically set out.