East London talent Aaron Esh joins AllSaints as Chief Creative Officer
AllSaints has appointed Aaron Esh as its new Chief Creative Officer, in a move that feels almost inevitable given the designer’s East London edge.
A Central Saint Martins graduate, Esh launched his eponymous label in 2022, blending Savile Row precision with the attitude of East London night scenes. His slouchy knits, draped dresses and leather jackets feel like they were made for AllSaints’ brooding stores.
"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," said Esh. "I believe there’s a space where design, cultural relevance and accessibility meet, and AllSaints sits right at that intersection."
Effective 3 November 2025, Esh will oversee AllSaints’ creative direction across menswear, womenswear, campaigns and digital storytelling, reporting to CEO Peter Wood from the brand’s East London studios. The designer will also continue to grow his own label, AARON ESH, independently.
Esh added: "There’s a real opportunity to build on what already makes it powerful and evolve it for a new generation. 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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The appointment marks a pivotal moment for the brand, which has been quietly thriving under owner Lion Capital. Last year, the AllSaints Group, which also owns John Varvatos, reported revenues of £458 million, up 36% year-on-year.
Peter Wood, CEO of AllSaints, noted: "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. We’re delighted to welcome him and look forward to shaping the next chapter of AllSaints together."
With Esh at the creative helm, AllSaints is ready to reclaim its reputation for overly British rebellious refinement.
