Meet All-In, the brand Charli XCX chose for her ‘Guess’ remix music video with Billie Eilish
It’s Charli XCX’s world, and we’re just living in it. The pop superstar’s newest album, Brat, is a global phenomenon, setting off ‘Brat summer’ which is best embodied by wearing lime green, going to the club, and, in a twist only the internet could provide, supporting Kamala Harris. The album – and ensuing remixes – has enjoyed instant popularity, made even greater by the accompanying music videos and their bold aesthetics. A Scandi styling precedent was set with the video for '360', which saw It girls donning the Swedish brand Eytys.
Now, with a remix of 'Guess' (featuring none other than Billie Eilish), Charli XCX has donned yet another Scandi brand, the Paris-based cult favourite All-In. Begun as a magazine in 2015 by Benjamin Barron, who is American, the brand took off after Barron met Norwegian designer Bror August in New York. After initially working together on the magazine (which is still active) and August’s own label, the two launched All-In in 2021 after a pandemic stint developing the brand in Oslo.
All-In debuted with a presentation in Paris in 2021, and following support from the Swedish Fashion Council’s Incubator program in 2022 has gone on to show spring/summer collections for 2023 and 2024. For the 'Guess' music video, Charli XCX donned one of All-In’s 'Nightgown' skirts (naturally, they have since sold out). In the video, the skirt is styled by Chris Horan with a patchwork denim belt, and an Aphex Twin merch tee, Miista boots, and a Balenciaga pair of sunglasses. The lacy mini skirt (only marginally larger than the size of a belt, to follow Paris Hilton's doctrine) was a contrasting touch to the rest of the look, perfectly fitting into the effortlessly edgy style that has become synonymous with Charli XCX.
See Charli XCX and Billie Eilish's music video for their remix of 'Guess' below: