The Spitalfields, London-based fashion brand AllSaints has launched a new film division designed to unveil "innovative and exclusive" films and video exhibitions that capture the spirit of the brand.
AllSaints Film is a brand new project set to bring exciting new films and installations to life, as well as commissioning the next generation of young filmmakers.
"Film is perhaps the most exciting and accessible medium with which to capture the Spirit of the AllSaints DNA -- creativity, attitude, individuality," said the brand's new creative director Wil Beedle.
AllSaints Film's first release will appear on May 21. "New Music City" is a documentary about the city of Nashville, Kings of Leon and their record label, the independent Serpents and Snakes.
In fact the brand co-hosted a stage with Serpents and Snakes at this year's SXSW, and footage from the festival will make up part of the documentary alongside exclusive interviews with the world-famous Tennessee rock band.
The AllSaints store on Earlham Street has been transformed into an experimental hub with a screening room featuring vintage seats from a Nashville movie theater, with the documentary teaser showing around the clock from May 21.
The East-London based fashion brand was founded in 1994 and now has a presence in 11 countries. Fashion and film regularly meet: earlier this week Chanel released a Karl Lagerfeld-directed short featuring Keira Knightley as Gabrielle 'Coco' Chanel to celebrate 100 years of the brand.