No, AllSaints is not considered a true luxury brand. While it is admired for its edgy, minimalist aesthetic and high-quality materials, it is typically classified as a premium or contemporary fashion label rather than a traditional luxury house like Gucci, Prada, or Saint Laurent.
Brand History and Heritage
AllSaints was founded in 1994 in London by Stuart Trevor and Kait Bolongaro. Originally known for its menswear with a distinctive urban and rebellious vibe, the brand quickly expanded into womenswear, accessories, and footwear.
AllSaints built its identity around gritty, rock ’n’ roll-inspired designs, featuring leather jackets, muted color palettes, and minimalist silhouettes. While the brand has gained international recognition and a loyal following, it lacks the century-old heritage, artisanal traditions, and exclusivity that define luxury fashion houses such as Hermès or Chanel.
Price Point and Market Positioning
Pricing is one of the clearest indicators of AllSaints’ market category. Most leather jackets, one of the brand’s signature items, are priced between $350 and $600, while dresses and knitwear often range from $150 to $400.
In contrast, luxury fashion brands typically price their leather jackets at $2,000 or more and ready-to-wear apparel at similarly high levels. AllSaints’ more accessible pricing positions it as a premium or contemporary brand, appealing to consumers who value quality and style but are not necessarily seeking the exclusivity of true luxury.
Design and Craftsmanship
AllSaints is renowned for its sleek, urban, and minimalist designs, particularly its iconic leather jackets and neutral-toned apparel. The brand uses good-quality materials such as genuine leather, wool, and fine cotton blends, offering durability and style that surpass typical high-street brands.
However, AllSaints does not generally employ the handcrafted techniques, bespoke tailoring, or rare, premium materials that characterize luxury fashion houses. Its production model leans toward accessible quality rather than artisanal exclusivity.
Brand Image and Consumer Perception
AllSaints is widely seen as a premium, fashion-forward brand that caters to individuals who appreciate modern, understated luxury at a more attainable price point. Its global retail presence in department stores, standalone boutiques, and online platforms enhances accessibility, which, while appealing to a broader market, limits the sense of exclusivity often associated with luxury brands.
Final Verdict
AllSaints is not a luxury brand but a premium contemporary fashion label. It delivers high-quality, stylish, and edgy designs at moderate prices, appealing to consumers seeking modern sophistication without the high costs or exclusivity of traditional luxury fashion.
