All Saints Spitalfields sale madness

Its not that I believe in Hollywood’s archetype of crazy women in a tug o’ war of shopping bags and Hermés scarves who repair everything in their lives through sale season. No. I don’t believe that getting a new pair of shoes will complete me or that the appropriate style will turn my life into an edgy and avant garde narrative worthy of being filmed by the likes of Godard. I think most brands don’t rely on the inspiration of their designers, but more in detailed market research. But when I walk by All Saints and see “up to 50% off” in their windows, I almost turn into that sort of creature.

All Saints Spitalfields is a British cult brand that is targeted to a wide audience (sort of like H&M and Zara) but with a darker twist. While Zara and H&M take their inspiration from Paris, NY and London’s biggest and most palatable names, All Saints is their Yohji Yamamoto-comme des garcons counterpart. What really fascinates me is their polished branding. Its so consistent that they are able to not only transfer it to their collections, but to transfer it into the space of each of their stores. Every time I walk into All Saints I feel as I am a part of a very specific universe made of Singer sewing machines and industrial music. Every single detail is very All Saints, and suddenly I feel like I need to check all my concepts of what shopping means because what I am presently experiencing is nothing like malls, department stores or boutiques.

So even when the miner boots I’ve been craving for so long were not on sale, I couldn’t help but to surrender to summer sales dementia.

After that, all we could do was celebrate the self indulgence with even more self indulgence going for sushi that/s better than diamonds.