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AllSaints has appointed East London designer Aaron Esh as chief creative officer, effective 3 November 2025.
Esh, a graduate of Central Saint Martins, launched his eponymous label in 2022. His designs draw on Savile Row tailoring and British subculture, earning him a nomination for the LVMH Prize, selection for the British Fashion Council’s NEWGEN programme, and a place on the London Fashion Week schedule.
In his new role, Esh will report to chief executive Peter Wood and oversee the creative direction of AllSaints’ menswear and womenswear collections. His remit will include design, campaigns, digital expression and brand tone, operating from the company’s East London studios.
Esh will continue to run his own label, Aaron Esh, independently alongside the AllSaints role.
Peter Wood, chief executive of AllSaints, said: “Aaron Esh is a highly talented British designer whose originality and cultural relevance have already made a significant impact on contemporary fashion. His appointment as chief creative officer reflects our commitment to keeping creativity at the heart of AllSaints. Aaron brings a perspective that aligns with our blend of craftsmanship and identity, and I’m confident he will seek out and deliver what makes this brand globally distinctive.”
Esh added: “AllSaints is a brand I’ve grown up with – its London sensibility, commitment to craft and ability to fuse edge with refinement have always stood out to me. I believe there’s a space where design, cultural relevance and accessibility meet, and AllSaints sits right at that intersection. There’s a real opportunity to build on what already makes it powerful and evolve it for a new generation.
“In an era where the idea of luxury is shifting, there’s a clear opportunity to shape what modern, democratic fashion can be – and I’m excited to help write that story.”
