British AllSaints presents Maya Hawke in Debut Campaign Film as uplifting alternative to New York Fashion Week
The film signals the start of a season-long collaboration for Spring/Summer 2017 between AllSaints and Maya Hawke, daughter of Uma Thurman and Ethan Hawke
Evoking the longing to escape the city in search of the space and freedom of summer, the film follows Maya in and around her hometown of Woodstock in upstate New York, expressing the endless possibilities of youth.
‘Far From Here’ is soundtracked by Karen Dalton’s ‘Something on Your Mind’, recorded in 1971 in Woodstock’s Bearsville Studios, a key location in the film.
Maya showcases the Spring 17 collection throughout the film. It is a collection that expresses the codes and vices of the city colliding with the pastoral idyll of the countryside. The imagined wardrobe of an innocent ingénue is juxtaposed with the codes of a hard and dangerous city, embodied by the collage of intricate brodérie anglaise, and patent leather fetish boots.
AllSaints’ creative director Wil Beedle comments: “Anyone who spends any time with Maya will tell you that she’s smart, cool and possesses an infectious enthusiasm for new ideas, the creative process, and life in general. And as the title suggests, making this film with Maya is a conscious decision to escape from the city and New York’s increasingly overcrowded fashion week. Taking a trip up to Woodstock with Maya to capture the collection in the environment that inspired it – and then share it a week later with the world – felt more appropriate, more free, more now.”
AllSaints is a premium British fashion house with a digital mindset and an innovative approach to global branding. Headquartered in East London, the company designs full collections of womenswear, menswear and accessories. AllSaints has approximately 2800 employees across 18 countries, curating every aspect of the brand experience in-house, including store design and construction.
Founded in 1994, AllSaints has 180 directly operated stores, concessions, franchises and outlets in 20 countries including UK, Europe, North America, Asia and the Middle East.In addition, AllSaints.com ships directly to more than 200 countries. AllSaints is a global brand with an independent spirit.
The video can be watched here