Have you ever taken a moment to consider your personal aesthetic? Do you find yourself drawn to the bold and expressive styles of the 70s and 80s, with psychedelic colors, mixing prints, and punk-chic vibes? Or do you lean towards the sleek and powerful fashion of the 90s? Well, the modern fashionista is a fusion of both. And when it comes to our personal style, including the handbags we carry, marketing plays a significant role. It’s what compels us to gravitate towards the flashiest and most expensive new items, even if they defy economic reasoning. These accessories have become the embodiment of high fashion and luxury.
However, it’s not just economics that influence our choices. Our collective consciousness has evolved to attach a sense of self-worth to these accessories, which is difficult to explain. This is where the notion of quiet luxury comes into play. It seeks to create an alternative aesthetic where our bags, and even our clothes, don’t need to speak for us. This movement takes us back to the 90s, coincidentally when AllSaints made its entrance.
You may be aware that AllSaints produces handbags, although you might be surprised as it isn’t a label commonly discussed on PurseBlog. AllSaints occupies a relatively obscure position in the handbag market, sitting alongside brands like Coach and Polene in terms of premium-contemporary pricing, but lacking the same recognition and popularity. However, this works to its advantage since stealth wealth thrives on anonymity. As someone who has been curating a collection for three years now (happy anniversary to me!), I’ve discovered what works for me: minimal purses with tasteful statement hardware. Upon careful consideration, I’ve decided to steer clear of louder bags, solidifying my identity as a level-headed collector who knows exactly what I want.
That being said, I must confess that despite my intentions, I recently found myself purchasing not one, but two AllSaints purses. Honesty is important to me, and the allure of these bags was too strong to resist. I’d like to believe this was more a testament to their quality than a lapse in judgment.
Founded in East London in 1994, AllSaints gained recognition for blending vintage rock music influences with traditional British sensibilities. This fusion resulted in a unique brand known for its distressed leather jackets and cult-favorite boots, which have been popular among fashion enthusiasts for years. Although the brand initially focused on menswear, it expanded to womenswear in 1998. The brand’s shops, including its flagship store on London’s Foubert Place, are characterized by an industrial steampunk aesthetic, with antique sewing machines adorning the space. Despite being a high-street brand, AllSaints devotes a significant portion of its budget to design, resonating with post-recession consumers in the 2010s. Unlike many contemporary brands that closely follow trends dictated by higher-end counterparts, AllSaints has cultivated a brand identity that stands apart from the norm. This anti-label approach has attracted buyers over the years, offering a sense of gravitas that distinguishes it from its competitors.
Although AllSaints is renowned for its appreciation of underground culture and music video aesthetics, it offers more than just “scavenged-looking merchandise,” as described by The New York Times. The brand positions itself as a catalyst for individuality, a uniform without uniformity that can be tailored to fit diverse lifestyles. AllSaints continues to attract customers spanning a wide range of age groups, from 14 to 50, who have developed a sense of loyalty and regularly visit its 130 stores. Even the brand’s discreet Ramskull logo, symbolizing its rebellious spirit, sets it apart from an industry constantly chasing the latest trends. Unlike its contemporaries, AllSaints has managed to create a cult following without compromising its integrity. While other brands often prioritize profit and opt for lower-quality materials, relying on the success of higher-end designs, AllSaints remains committed to crafting exceptional products. With minimal advertising and a youthful, lighthearted Instagram page showcasing excellent everyday looks, AllSaints embodies affordable luxury. It may not be on par with The Row, but in many ways, it’s the next best thing.
Leave a Reply