Concept campaign, self-initiated. Not a client · Fashion

AllSaints

A self-initiated campaign built to make the audience feel like they are inside the night, not watching a fashion shoot from the outside.

For AllSaints, I wanted to create a festival story rooted in the brand's London identity, with leather, underground spaces, flash photography, selfies and the energy of a real night out. Rather than presenting the collection through polished campaign frames, the models take us with them from the start of the rave through to the final moment of leaving together. The clothes are treated as part of the movement, something lived in rather than simply styled. The main challenge was maintaining product accuracy while keeping the imagery loose, spontaneous and believable.

Services

Creative direction
Campaign storytelling
AI image production

What I made

Festival campaign concept
Character-led fashion imagery
Nightlife storytelling
Consistent product-focused set

How I work with fashion brands →

AllSaints key visual: silver cowboy boots on a lit grate in a concrete stairwell, with the AllSaints name, AI concept work

AllSaints: a couple in sunglasses in a concrete corridor, she in a biker jacket, he in a leather waistcoat, AI concept work

AllSaints: a model in a biker jacket, long black dress and silver cowboy boots in a blue ALIVE projection, AI concept work

AllSaints: a model in sunglasses and a leather jacket bites a silver heart pendant chain in a concrete hall, AI concept work

AllSaints: two models in black leather stand still in a vast concrete club hall as the crowd blurs past, AI concept work

AllSaints: a raised hand wearing a broken-heart ring above the rave crowd, light beams crossing the hall, AI concept work

AllSaints: a model in an open leather waistcoat and sunglasses leans on a rusted railing above a hazy hall, AI concept work

AllSaints: a model in a biker jacket and silver cowboy boots moves through the crowd on a lit dance floor, AI concept work

AllSaints: two silhouettes walk hand in hand towards a red exit sign down a blue-lit concrete corridor, AI concept work

MUSE key visual: the MUSE name pressed into deep red lipstick texture, AI concept work

The brief

AllSaints is an AI fashion campaign I made on my own initiative. AllSaints is not a client and had no part in it. I imagined a new festival collection in the brand's world, rooted in its London identity and its connection to music culture, and set myself one question. Could AI imagery look like a night out photographed on a phone, and still sell the clothes?

AI tools drift towards polish when nobody steers them, so I asked for the opposite. I wanted the look of spontaneous phone pictures, with blurred lights, a lens too close to a face and the in-between moments nobody poses for. The test was whether the clothes would still read in that kind of image, with the leather and the silver clear enough for a buyer to see what they would be getting.

The direction

I built the story as one night, start to finish, with the same two AI models throughout. She has long dark hair and he wears his slicked back. Both are in black leather, a biker jacket for her over a long dress with a sheer, uneven hem, and an open waistcoat for him. The silver is in her cowboy boots, in a heart pendant engraved with the brand's name and in the broken-heart signet ring on his hand.

The night opens from her point of view, looking down at her boots on a lit floor grate in a concrete stairwell. Then come a selfie in a strip-lit corridor and the word ALIVE projected across her in blue. The crowd builds in a raw concrete hall until a hand goes up into the beams. It ends with the two of them leaving hand in hand down a blue passage, under an EXIT sign. Every frame is graded to the same cool, metallic key.

What was hard

Hands, jewellery and leather are where AI fashion photography tends to break, and a phone-style set puts all three close to the lens in harsh light. A hand reaches for the camera in the selfie and another goes up into the beams. The leather needed its creases, zips and seams to hold through flash and smoke, and the stitching on the silver boots had to survive the blue of the projection.

The jewellery had to stay the same pieces all night. The heart pendant she bites is the one she wears in the corridor and on the dance floor, and the broken-heart ring on the raised hand is the ring on his hand at the rail. Both of them had to stay recognisably themselves under blue projection and white beams, from a close selfie to two figures walking away down a passage. The challenge ran across the whole set: keeping both faces consistent while preserving the clothing's texture, cut and length, along with the jewellery's details and placement. I combined the same model and product references across generations with retouching by hand to refine those details. The tools were less developed when I made the project, so maintaining that continuity required more iteration and manual correction.