AllSaints has appointed London-based designer Aaron Esh as its new chief creative officer, effective 3 November.
Esh will be responsible for the fashion brand’s creative direction across menswear and womenswear, as well as oversee its design, campaigns, digital expression and brand tone.
The Central Saint Martins graduate will continue to run his eponymous label, which launched in 2022, in parallel to his new position.
AllSaints chief executive Peter Wood said: “Aaron Esh is a highly talented British designer whose originality and cultural relevance have already made a significant impact on contemporary fashion.
“His appointment as chief creative officer reflects our commitment to keeping creativity at the heart of AllSaints. Aaron brings a perspective that aligns with our blend of craftsmanship and identity, and I’m confident he will seek out and deliver what makes this brand globally distinctive.”
Esh added: “AllSaints is a brand I’ve grown up with – its London sensibility, commitment to craft and ability to fuse edge with refinement have always stood out to me. I believe there’s a space where design, cultural relevance and accessibility meet, and AllSaints sits right at that intersection.
“There’s a real opportunity to build on what already makes it powerful and evolve it for a new generation. I’ll keep building Aaron Esh in parallel, while helping define the next chapter of AllSaints. In an era where the idea of luxury is shifting, there’s a clear opportunity to shape what modern, democratic fashion can be, and I’m excited to help write that story.”
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