All Saints founder Stuart Trevor talks music in fashion business

Stuart Trevor, founder of British fashion brand All Saints, has been named the ambassador of a new campaign to raise awareness of the important role that music plays in independent fashion stores.


Celebrating the value of music, the campaign, titled Fashion Music Makeover, in association with PRS for Music, will give independent fashion retailers the opportunity to learn from industry experts about how to utilise music effectively in their business.


Music is more important than anyone could possibly imagine. Everything that I did as a designer with All Saints was influenced by music, by rock stars, bands, or artists…The reason we got all the press [when we first launched] and everyone else didn’t is because we had amazing music.

Fashion Music Makeover aims to showcase the creative thinking behind those exceptional stores which invest in music to establish a unique presence and stand out from the high street. Whether used on the shop floor, behind the scenes to motivate staff, or in online marketing and advertising campaigns, an intelligent use of music can result in positive brand association, customer loyalty, increased dwell time and even an uplift in sales.

As well as providing bespoke business support, the campaign is encouraging owners of independent boutiques, market stalls and online shops, to talk about their love for music, in return for the chance to receive invaluable one-to-one consultancy from an expert music advisor. Mentors will include the likes of Grammy and Brit award-winning record producer, Steve Levine, who will help business owners to bring their passion for music into their stores.

As part of the Fashion Music Makeover campaign, a prize of up to £5,000 towards new music equipment will also be granted to three independent businesses.

One business owner will also benefit from a private gig hosted at their premises, with a live set performed by PRS members. For more information on who PRS for Music members are, visit

View and share the full video interview with Stuart Trevor

Fashion Music Makeover is open to all independent fashion retailers with four doors or less. To apply, entries must be made no later than 5pm on Friday 22 July 2016 and can be submitted here.

About PRS for Music

PRS for Music represents the rights of songwriters, composers and music publishers in the UK and around the world. As a membership organisation the company ensures creators are paid whenever their music and songs are played, performed, broadcast or reproduced in public and provides business and community groups with access to 22.2 million songs through its music licences. With over 100 representation agreements in place globally, PRS for Music's network represents over two million music creators.

In 2016, the organisation collected over half a billion pounds (£621.5m) on behalf of its members, making it one of the world’s leading music collective management organisations.