British fashion brand AllSaints launch an innovative portrait series on Instagram! #HAPPYMONDAYS.

Established in 1994, AllSaints turn 21 this year and they are celebrating with an Instagram project that releases a weekly portrait. The crème de la crème of the next generations’ fashion world; the models, the bloggers and the creatives have been hand picked by AllSaints to feature in their #HappyMonday series. All shot by Matteo Montanari, the portraits have an air of effortless cool – no retouching, no posing, no makeup or props, just style. The project features familiar faces like blogger Charlie Barker and models Neelam Gill and Lottie Hayes. AllSaints gave the sitters a chance to style out the brand’s iconic biker jacket with their own identities, bringing new life to the timeless look.

Individuality and attitude are at the heart of everything AllSaints do, and these new tastemakers of tomorrow aren’t short of either trait. Known for their muted palette, with that weathered and disheveled aesthetic – AllSaints serve quintessential rock ‘n’ roll chic. The campaign is sure to make everyone’s Monday’s brighter. #HappyMonday.

Check out the pictures @allsaintslive.

Words: Elli Weir