Fashion retailer AllSaints has unveiled a “first of its kind” partnership with The Royal Ballet in a bid to “introduce new customers” to the brand.
The new collaboration, which includes a limited-edition T-shirt and hoodie, launches on November 3. It will be available in UK stores and online, as well as online in the US.
As part of the joint venture, AllSaints will launch a takeover of the fourth floor of Harrods to showcase “key imagery from the shoot and a mannequin display.”
AllSaints said that it hopes the collaboration will be reciprocal and introduce new customers to the fashion brand as well as lead new customers to The Royal Ballet.
A spokesperson for AllSaints told Retail Week: “We also hope to showcase to the public the diversity of our collections. AllSaints can dress you for any event, from casual to formal.
“Our primary focus will always be our leather jackets, but we have gorgeous embellished pieces and elevated suiting separates that can be easily mixed and matched, depending on your taste and style.
“The partnership between the two brands has worked so seamlessly. Through working with dancers who genuinely love the brand, the whole process was so natural.
“We hope our audience can see this transparency reflected in the collaboration and in our stores, too.”
AllSaints chief operating officer Catherine Scorey Jobling added: “We are delighted to reveal and celebrate our first-ever collaboration between The Royal Ballet and AllSaints.
“The synergies between our brands have been clear from the outset.”
AllSaints said this is “really the start” of partnerships of this kind for the brand, but added that it will review the response from customers before eyeing future partnerships.
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