AllSaints Taps British Designer Aaron Esh as New Chief Creative Officer

AllSaints, the London-based fashion retailer, has announced a significant strategic move, appointing East London designer Aaron Esh as its new Chief Creative Officer, effective November 3. This development marks another positive step for the company, which has been undergoing a period of notable change and evolution.

Aaron Esh, a graduate of Central Saint Martins, is recognized as a bold and innovative voice within British fashion. He launched his eponymous label in 2022, which he will continue to oversee in parallel with his new role at AllSaints. His work is celebrated for its distinctive blend of Savile Row discipline and British subculture influences, a combination that has garnered him considerable acclaim. His career highlights include a nomination for the prestigious LVMH Prize, selection for the British Fashion Council’s NEWGEN programme, and regular shows during London Fashion Week.

In his capacity as CCO, Esh will report directly to AllSaints CEO Peter Wood. His responsibilities will encompass guiding the brand’s creative direction across both its menswear and womenswear collections. This includes overseeing design, campaigns, digital expression, and the overall brand tone, with his work being based out of AllSaints’ East London studios.

Peter Wood expressed his enthusiasm for the appointment, describing Esh as a "highly talented British designer whose originality and cultural relevance have already made a significant impact on contemporary fashion." Wood emphasized that Esh’s arrival underscores AllSaints' commitment to keeping creativity at its core. He added that Esh's perspective aligns seamlessly with the brand's blend of craftsmanship and identity, expressing confidence that he will effectively identify and deliver what makes AllSaints globally distinctive.

Esh himself shared his personal connection to the brand, stating that AllSaints is a brand he "grew up with," appreciating its London sensibility, commitment to craft, and its ability to fuse edge with refinement. He believes AllSaints is uniquely positioned at the intersection of design, cultural relevance, and accessibility, presenting a significant opportunity to build on its existing strengths and evolve it for a new generation. Esh also highlighted the shifting idea of luxury in the current era, expressing his excitement to help define and shape what modern, democratic fashion can truly be.

This key leadership appointment comes amidst a broader industry trend where brands not traditionally associated with a dedicated creative chief role, such as Gap, Hoff, and Whistles, are also bringing in heavyweight creative talent. It also follows a flurry of recent announcements from AllSaints, reflecting a dynamic period for the brand. Only last week, the company revealed plans for a new permanent store and two long-term pop-ups this autumn. In recent weeks, it also saw changes in its leadership team with the departure of its COO and the appointment of a new chief people officer and chief transformation and technology officer. Further demonstrating its growth and ambition, AllSaints recently upsized its presence at Bicester Village and announced a collaboration with the Formula 1 team Atlassian Williams Racing for a limited-edition collection.