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ALL SAINTS

STUDIO PRESENTATION

DNA SENTENCE

"ALLSAINTS IS A BRAND THAT BLENDS TIMELESS

DESIGN WITH ROCK INSPIRED ELEMENTS TO CREATE A FEELING OF NONCHALANT REBELLION.

SACONCEPT- NOTHING MATTERS

nothingThe concept is based on the iconic song that brought the last dinner party into the mainstream music scene. Playing on the antithesis of the current clean girl/wellness obsession seen all over social media, we want the campaign to glamorise the type B messy girl aesthetic, pushing against the current generation's wellness obsession and staying true to Allsaints' commitment to alternative and against-thegrain catering to the niche.

THE LAST DINNER PARTY

he Last Dinner Party is a breakout London-based indie rock band known for their theatrical, baroque-pop sound and lyrics exploring lust, feminism, and queer themes, blending the sacred and profane with biblical imagery, as seen on their successful debut album Prelude to Ecstasy. They formed in 2020, gaining rapid buzz with singles like "Nothing Matters," and are celebrated for their powerful female and queer representation, elaborate stage presence, and musical depth.

The Last Dinner Party have ~472 million total Spotify streams across all tracks.

Their breakout hit “Nothing Matters” alone has ~208 million streams and continues to pull ~500k+ daily listens. On Spotify monthly listeners are estimated around ~2.9 million people worldwide

Geography: Urban centers in UK and Europe, with growing traction in Australia and North America due to touring and festival appearances.

STYLE ICONS

Justifications

The Last Dinner Party are a strong fit for the AllSaints brand because they embody the same tension between romance and rebellion that defines AllSaints’ identity. Their music and visual world celebrate emotional intensity, theatricality, and imperfection—values that directly oppose polished, wellness-driven aesthetics and instead champion authenticity and self-expression.

With a rapidly growing, fashion-engaged Gen Z and millennial audience, the band sits at the intersection of culture, style, and attitude, mirroring AllSaints’ heritage of dressing individuals who reject conformity and wear their emotions as confidently as their clothes.

NOTES FROM INDUSTRY TALK

Brand identity:

Strong identity, maintained from the beginning.

Music remains very key. East London cool, young attitude, focused on something beautiful but with something harsh, juxtaposition. Values are reflected in our iconic product from leather bikers to denim. Aspirtional edge.Ceo is a great guy, wants people to feel like they are all saints, want to be one of the most inclusive brand in the world.

vm: some windows are really hard to design, bad lighting, narrow , loads of windows, loads of different locations.

music is massive for them, gigs in shops, partnerships with musicians, sessions in there shops, bring in brands, crate spaces for them to peform in

Sessions: Music has always been a big part, events are a big celebration of the brand, and we will continue to do stuff with music, evolving.

Our Story, founded in 1994, started as a menswear label. Womens wear The focus is less on menswear; over 30 years, for our 30th birthday had a big party , we have become completely global and want to be really inclusive.

Live windows get people interested and draw them in; they feature different window displays for flagship stores.

Alsaints rocks; we used to sell thousands of these belts. As part of the 30th birthday, we reworked the belts and the new message was "Alsaints rock." We gained loads of press; it was a big deal.

Collaborate as a cohesive team. Key Concepts: What are their goals?

Create a significant impact

Present a sleek appearance

Ensure the product looks outstanding and premium.

# Seven Key Considerations

1.What are we aiming to buy or sell?

2.Is there a central theme or inspiration?

3.Is this a global window scheme?

4.When is the launch date, and how long do we have to plan?

5.What is the budget?

6.What is the sustainability aspect?

7.Who will actually be responsible for executing it? they get about £3000 budget for each store and it doesnt go that far.

Kate Moss sported the belt at Glastonbury, creating a truly iconic photograph.

Get The Looks

Trend Highlighted: Ruffles, metallic, leather , grunge formal

JUSTIFICATIONS

WHY IT FITS ALL SAINTS

Monochrome and moody: AllSaints is known for its monochrome palette and rock-inspired attitude

Rebellious yet refined: Lace brings a contrast of delicate edge and grunge sensibility

Adaptability: Pieces like mini and midi black dresses from AllSaints can be styled both on and off stage

TREND JUSTIFICATION

The little black dress (LBD) remains a fashion staple and search favourite, widely recognised for its adaptability across events and seasons.Lace & texture additions such as crochet, mesh, and detailing are trending as designers push the classic silhouette into more expressive forms, perfect for both runway looks and street-style imagery.

GROUP NAME: AMELIE NADIA

ARTIST/BAND: THE LAST DINNER PARTY

THEME: NOTHING MATTERS

WHY IT FITS LDP

Stage-ready energy: A lace black dress offers movement and presence flowy yet bold

Visual contrast: Lace brings texture that reads well under stage lights and complements the band’s instruments and gear, enhancing the live performance atmosphere.

Artistic expression: Many performers use wardrobe as part of their identity a black lace silhouette helps project emotional depth and personality that connects visually with audiences, especially at a gritty, sideways pop-up gig.

JUSTIFICATIONS

WHY IT FITS ALL SAINTS

Raw but refined: AllSaints is known for combining grunge and luxury the metallic ruffles add edge and the structured black vest keeps it grounded.

Industrial energy: Silver metallic feels machine-aged and performance-ready, referencing stage hardware, lighting rigs, and electric amps

Signature palette: Black remains the foundational colour, with metallic acting as a bold accent

Versatile edge: The silhouette crosses streetwear and performance fashion, exactly what AllSaints customers want: effortlessly cool and authentically rebellious.

TREND JUSTIFICATION

Metallics are trending: Shiny fabrics especially silver and chrome hues are dominating runway and street trends in 2025, seen in ready-to-wear collections and music festival styling.

GROUP NAME: AMELIE NADIA KAY HOPE

ARTIST/BAND: THE LAST DINNER PARTY

THEME:

NOTHING MATTERS

WHY IT FITS LDP

The Last Dinner Party are known for their theatrical, romantic, and expressive stage presence, often blending historical references with modern rock energy. The flowing ruffled skirt creates movement and drama on stage, enhancing the band’s visual storytelling during live performances, while the metallic finish captures and reflects stage lighting, making the performer a focal point.

Paired with a minimal black vest and boots, the look balances femininity and power, mirroring the band’s sound— dramatic, emotionally charged, and unapologetically bold.

Leather boots remain a best-selling category across all fashion retailers, especially styles that channel rock and utilitarian vibes.

JUSTIFICATIONS

FITS ALL SAINTS

ong use of premium leather, a nature AllSaints material

itary / Napoleonic influence

gns with the brand’s heritagepired tailoring

ack leather palette reflects Saints’ dark, rebellious aesthetic ffled pleated skirt balances ucture and movement, a common Saints contrast

ng leather boots connect to the and’s rock and live-music identity

ATION

GROUP NAME: AMELIE NADIA KAY HOPE

ARTIST/BAND: THE LAST DINNER PARTY

THEME:

NOTHING MATTERS

WHY IT FITS LDP

Napoleonic jacket reflects the band’s theatrical and historical styling references

Structured silhouette projects power, confidence, and stage presence

Ruffled leather skirt adds drama and movement during live performance

Leather textures enhance visibility under intimate stage lighting

Look blurs the line between fashion and performance costume, central to the band’s identity

s and boots remain best-selling, seasonless fashion staples

ed tailoring continues to trend within alternative and rock-

erwear is proven to drive customer engagement in retail

ero jacket with versatile black staples increases commercial

to consumers seeking bold, expressive but timeless pieces

Trend Highlighted: Ruffles, metallic, leather , grunge formal

JUSTIFICATIONS

IT FITS ALL SAINTS

eather remains a core AllSaints

aterial, especially in fitted, structured lhouettes

nched-in waist and peplum hem

flect the brand’s balance of tailoring

nd femininity

hirt-style leather jacket modernises assic leather outerwear

lack colour palette aligns with llSaints’ signature monochrome

esthetic

tted black ankle boots reinforce the and’s rock-led, wearable edge

ICATION

GROUP NAME: AMELIE NADIA KAY HOPE

ARTIST/BAND: THE LAST DINNER PARTY

THEME: NOTHING MATTERS

WHY IT FITS LDP

Peplum silhouette echoes the band’s romantic, period-inspired styling

Structured waist creates a strong, commanding stage presence

Midi balloon skirt adds volume and drama, enhancing movement during performance

Contrast between fitted leather and sculptural skirt mirrors the band’s dynamic sound

Look feels expressive and theatrical without becoming costume

leather pieces are increasingly popular as elevated alternatives kets

d waist-focused silhouettes are returning as part of the romantic end

rts are a key statement silhouette, adding volume to minimalist

e boots remain a commercial footwear staple across seasons

nces runway-led fashion with retail wearability

Trend Highlighted: Ruffles, metallic, leather , grunge formal

Justifications

Dark floral print aligns with AllSaints’ romantic–goth aesthetic

Black base colour keeps the look within the brand’s signature monochrome palette

High-low hem adds movement and edge, modernising a classic maxi dress

Floral pattern softens the silhouette while maintaining a rebellious undertone

Dress works as both day-to-night and performance-ready, reflecting AllSaints’ versatility

ARTIST/BAND: THE LAST DINNER PARTY

THEME: NOTHING MATTERS

Romantic floral print reflects the band’s dramatic, poetic visual identity

High-low silhouette creates flow and motion on stage, enhancing performance energy

White floral details contrast against black, making the look visually striking under stage lights

Maxi length adds theatrical presence without overpowering the performer

Balances softness and darkness, mirroring the band’s emotive yet powerful sound

Dark florals continue to be a key trend within alternative and occasion dressing

High-low hems are popular for adding interest and movement to maxi silhouettes

Floral dresses remain a strong-selling category due to their versatility and year-round appeal

Black-based florals appeal to consumers seeking romance without femininity overload Statement dresses perform well in window displays, attracting visual engagement

The Band Tee

An ALLSAINTS Exclusive

Bon Appetit

Justifications

This band tee is a strong and commercially viable design because it visually translates The Last Dinner Party’s core aesthetic into a wearable, everyday product that aligns seamlessly with AllSaints’ brand DNA. The black base, restrained red typography, and vintage cutlery motif reference dark romanticism, decadence, and the “dinner party” narrative without feeling costume-like, keeping it premium and wearable. The minimal but symbolic graphic approach ensures the tee works both as fan merchandise and as a fashion staple, appealing not only to existing fans of The Last Dinner Party but also to AllSaints customers who buy graphic tees for styling rather than fandom. This crossover between cultural meaning and understated design makes the product scalable, high-volume, and suitable for repeat wear—key factors in bandtee commercial success.

Seed the band tee without announcing it as a collaboration.

How

Give tees to:

Gig photographers

Stylists

Music journalists

Friends-of-the-band creators

Let them wear it organically:

At shows

In rehearsal spaces

In blurry backstage photos

VM MOODBOARD

SESSIONS AT ALL SAINTS REGENT STREET

Key factors:

Intimate Gig Settings :Shows take place in spaces that feel close to the crowd, often with dim lighting, exposed brick, and moody surroundings similar to underground gigs rather than big stadium shows

Artist Performances :They host several live sets by different artists in one night, ranging from indie rock and goth-rock to upand-coming indie singers.

Music Meets Fashion: Performing artists are often styled in AllSaints clothing, and the events include opportunities to shop the artists’ edits – pieces the musicians wear during the Sessions

Varied Locations:Sessions happen in stores, pop-ups, and “underground” or industrial-feeling venues — not just conventional concert halls which aligns with AllSaints’ aesthetic of raw, unconventional spaces

LEAP — high-energy indie-rock band known for communal live shows and strong performance energy.

Etta Marcus — solo singer-songwriter with dreamy, emotive vocals, perfect for an intimate gig vibe.

Lucia & The Best Boys goth-rock meets synth-pop band with gritty, underground energy.

REGENT STREET FLOOR PLAN

This is our 2D floor plan of the Regent Street All Saints store, which includes the location of the stage and our mock up of our VM window display.

The window has been located at the from of the store in main view of the street to get maximum attention. As you walk into the store, there is a VM display of the Latest collection on mannequins styled with inspiration from The Last Dinner Party.

Over the speakers you will her some of the latest and greatest songs released by The Last Dinner Party and various other atists that have performed in the store, or which to some day attend.

GUERRILLA MARKETING STRATEGY

The stickers are an effective guerrilla marketing tool because they translate the emotional core of the Nothing Matters collaboration into everyday urban space, meeting the audience where they already move, wait, and linger. Their distressed, analogue look and short, confrontational phrases deliberately oppose the polished language of wellness culture, making them feel personal rather than promotional. By initially minimising overt branding, the stickers create intrigue and encourage organic discovery, while their lyric-driven and emotionally resonant messages reflect both AllSaints’ rebellious heritage and the raw, confessional tone of The Last Dinner Party. This subtle disruption builds cultural credibility, social sharing, and word-of-mouth impact before driving consumers back to the in-store experience.

GUERRILLA MARKETING AT ALL SAINTS

This is one of our Guerrilla marketing strategies. It is a giant black victorian style table that acts as a canopy above the front door of the All Saints store. On top it has a black drum set with the Last Dinner Parties logo on it, alog with a gold mic stand and some melted burnt out candles. This is to symbolise the last dinner party and their gig happening soon at the store and to match the window. The black colouring helps to stay on brand with All Saints brand image.