Wonderland.

NEW FROM ALLSAINTS FILM: SUN CITY

AllSaints Film releases its latest film project to celebrate the London heat, with exclusive behind-the-scenes footage.

AllSaints Sun City backstage3

As AllSaints newest film project reveals, nothing is what it seems. The short film, dubbed Sun City, celebrates our fair city’s recent (and we can only hope long-lasting) heat wave. But with London’s notoriously unpredictable weather patterns, the thoroughly-modern brand gave itself the challenge to create the film while the heat was still baking: “We had the initial idea of Sun City last Wednesday when the temperature was hitting 32 degrees,” comments AllSaints Creative Director Wil Beedle. “We gave ourselves the challenge of shooting and sharing it within a week. Let’s hope it staves off the rain.”

In the film, a mysterious blonde flirts around in the sand in head-to-toe AllSaints Summer ’13 gear. But as it turns out, she ain’t tanning on the beaches St. Tropez — AllSaints likes to be a little subversive, making an advert that turns typical swimwear cliches on its head.

Sun City is the latest addition to AllSaints budding AllSaints Film division. With other projects including documentaries New Music City and OneRepublic,  the brand is developing a film company that combines innovative ideas, new music and of course, great fashion.  Check out the AllSaints Sun City below, as well as exclusive backstage footage.

AllAllSaints Sun City backstage2

NEW FROM ALLSAINTS FILM: SUN CITY

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