Allsaints launches summer campaign with dreams of beaches and travel

By

Sandra Halliday

Published
May 12, 2020

Some business-as-usual is continuing in fashion retail, despite the coronavirus pandemic and the lockdown that it has led to.

Allsaints on Tuesday released a new summer campaign that it had photographed before the lockdown. Saying that it can “now start to see the light at the end of the tunnel — the escapism of summer,” it unveiled a campaign that was clearly intended for the season of festivals and summer holidays, and that celebrates hot days and exotic locations.

“Sadly we most likely won't be going anywhere exotic this year, but it doesn't mean we can't plan for next year and fantasise over exotic adventures still to be had,” the company said.

Its Instant Summer campaign was shot in Goa and features an ensemble cast that combines both local (to Goa) and global models.

It’s “a celebration of friendship, communiality and escapism,” Allsaints explained.

As well as still shots, it also includes a video with the soundtrack being an exclusive original composition by psych rockers Tame Impala's Cameron Avery.

Clearly, despite widespread order cancellations across the industry, UK retailers (and their counterparts in many other countries) will have committed to a large amount of high-summer stock. They must be hoping for good weather and an ongoing lockdown easing that will make consumers feel they need to spend some of their money on new summer clothes.

Retail will be watching the weather carefully and hoping for similar late spring and summer temperatures to those seen in 2018 and 2019. While the weather is currently quite cool, the signs so far have been good this spring and with indications that temperatures will rise again next week and during early June, there are hopes that the climate will play ball just as physical shops start to reopen.