Fashion retailer AllSaints has launched a film production division, AllSaints Film,which will deliver several projects each year, including "music, style and street documentaries to cutting-edge moving image installations".
Helmed by AllSaints’ creative director Wil Beedle, the film production company will make its debut on May 17 with a documentary, ‘New Music City’, which focuses on the emerging Nashville music scene and follows Kings of Leon’s independent record label Serpents and Snakes.
The documentary will be aired in the AllSaints store in Covent Garden, which will be transformed into a screening room complete with vintage seats flown in from a Nashville theatre. The full film will also be available to view on AllSaints.com from May 21.
"Having a fully operational film division allows us to commission and create in-house exclusive content that can be quickly, broadly and nimbly shared with our ever-growing global community,” Beedle told Vogue.co.uk. “As a brand that prefers ongoing digital communications to, say, seasonal print campaigns, we feel that film truly is the medium of our times."