In the latest in a series of global creative projects AllSaints has today released a new short film celebrating Mexico City.
Called I Love Mexico City the film, and the accompanying imagery, was street cast and shot over the course of a week and, in addition, an installation of the images was created to act as the backdrop for a party staged in the city to mark the film and AllSaints’ “new-found community” there.
“Over seven days in March, we set ourselves the task of exploring Mexico City to find a diverse range of kindred spirits, who we feel express the values and attitude of AllSaints. Having photographed and filmed them in and around their own homes, streets and neighbourhoods, we immediately shared the resulting imagery in a huge installation that became the backdrop for a local party we held in their honour. Just like the city itself, the week spent filming ‘I Love México City’ was chaotic and unpredictable, and more inspiring than most conventional ‘fashion-week’ experiences we’re ever likely to have,” said the brand’s creative director Wil Beedle.
During his time in the city Beedle said he found Mexico City to be a dynamic, edgy and untapped city in which young creatives from all walks of life are flourishing.
One of the film’s cast members, local artist Scarlett, echoed this sentiment. “Before, I was living in Brooklyn, in search of a genuine artistic community, but there’s a Starbucks on every corner and I was barely able to pay the rent. I came back to Mexico City one summer to visit friends and family, and it hit me – this is the modern-day equivalent of downtown Manhattan in the 70/80s, that kind of mythical scene that everyone now fetishises. It’s cheap here, there’s space to work and live, there’s a proper community of us across the city, and it’s chaotic and edgy and has spirit. It’s like nowhere else in the world,” she said.
The film and imagery went live today across AllSaints’ digital platforms and global retail network, which includes the recently opened store in Mexico City, the brand’s third in Latin America. It is the latest ongoing series of global creative projects; previous chapters have taken place in Venice Beach, New York City, London, Paris, Taipei, Woodstock and Tokyo.
