All Saints wants you to know where it came from—the streets of London’s Notting Hill neighborhood, home to Portobello Road market. Now increasingly gentrified, not so long ago Notting Hill was an artist’s haven; a rare cosmopolitan pocket in the Royal borough of Kensington and Chelsea, where diplomats, fashion designers, filmmakers, art students, and stall-owners would grab a pint at the Portobello Gold or dance to afrobeats and sip absinthe at the Arts Club.
In celebration of its roots, All Saints has filled its Fall/Winter 2012 campaign with young British talent. Instead of the usual models, artists such as Phoebe Colling James—recently the artist in residence at the New York’s Still House collective—and Tomo Campbell model the brand’s downtown style of loose shirts, leather jackets, and cigarette jeans.
Photographed by Aiken Jolly, shot by Tom Beard, and directed by Chief Creative Officer Wil Beedie, the Fall collection video features eleven creative thinkers gathering for a dinner party—from a ballerina (Vita Kan), to a poet (Greta Bellamacina), a filmmaker, and a violinist (Marques Toliver). A rising crop of Young British Artists to rival the likes of ’90s icons of Kate Moss, Damien Hirst, and Damon Albarn.