Aaron Esh Appointed as Creative Chief at AllSaints Retailer

British fashion retailer AllSaints has made a significant strategic move with the appointment of Aaron Esh as chief creative officer, marking another positive development in the company's recent transformation journey. The East London designer, who has emerged as a bold new voice in British fashion, will assume his new role effective November 3, 2025, bringing fresh creative energy to the established brand.

Creative Leadership Transition

Esh, a Central Saint Martins graduate, will report directly to AllSaints CEO Peter Wood and will be responsible for guiding the brand's creative direction across both menswear and womenswear collections. His comprehensive role includes oversight of design, campaigns, digital expression, and brand tone, all based from AllSaints' East London studios. This appointment represents a strategic investment in creative leadership as the company positions itself for future growth and relevance in the competitive fashion landscape.

Background and Credentials

The newly appointed creative chief brings impressive credentials to the role, having launched his own label in 2022 while drawing on Savile Row discipline and British subculture influences. His rapid ascent in the fashion industry includes being nominated for the prestigious LVMH Prize, selection for the British Fashion Council's NEWGEN programme, and participation in London Fashion Week showcases. According to FashionNetwork.com, Esh's combination of traditional craftsmanship and contemporary cultural relevance has positioned him as a significant emerging talent in British fashion.

Strategic Vision and Dual Role

Esh will maintain his own label while serving as AllSaints' creative chief, bringing a unique perspective to the role. In his statement, he emphasized that "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." He sees a clear opportunity to shape what modern, democratic fashion can represent in an era where luxury concepts are evolving. CEO Peter Wood described Esh as a "highly talented British designer whose originality and cultural relevance have already made a significant impact on contemporary fashion," highlighting the alignment between Esh's creative vision and AllSaints' brand identity.

Broader Organizational Changes

This creative appointment comes amidst other significant developments at AllSaints, including recent store expansions and leadership team adjustments. The company has been actively strengthening its operational structure while pursuing growth opportunities, such as the recently announced collaboration with Formula 1 team Atlassian Williams Racing for a limited-edition collection. These moves reflect a comprehensive strategy to reinforce AllSaints' market position while injecting fresh creative energy into the brand's evolution.