One of the big trends this year has seen brands attempting to connect with their audience on a deeper level, with a more human marketing approach. Partner that up with a rise in celebrating ‘the craft’ and it seems that trendy British label AllSaints have come up with a winning formula with their new online documentary, ‘Voices of the Cloth’.
The documentary celebrates British craftsmanship, workmanship and the manufacturing processes driving their brand forward. Now that the brand has become ever more present on the high street, All Saints feel a need to bring it back to the brand it was, young, forward-thinking and ahead of the curve.
The documentary emphasises on AllSaints’ pride in using the labour-intensive traditional, manual techniques rather than the speedy production line with the digital machinery of today’s industry.