Fashion retailer All Saints is launching a film production company to “capture the spirit of the All Saints DNA”.
The retailer will debut its first film – about the Nashville music scene – at its Covent Garden store and simultaneously online next Tuesday, The Telegraph reported.
All Saints chief creative director Wil Beedle said film is “perhaps the most exciting and accessible medium with which to capture the spirit of the All Saints DNA”.
The retailer has created a quirky, cool brand image through store design and hopes the move into film may further this brand identity.
The Nashville documentary, New Music City, follows Kings of Leon’s record label, Serpents and Snakes, and is largely shot at the South by Southwest festival in Texas.
The retailer’s new spring 2013 collection campaign, named the Portrait Series, features musicians and artists.