The illuminated 'SALE 40% OFF' sign in a foggy, atmospheric setting.

The video opens with a dark, atmospheric scene, possibly a retail store or studio, filled with fog or smoke. The brand name ALLSAINTS appears in white text at the top. Below it, the text 'ONLINE NOW | IN STORE NOW' is displayed. The central focus is a large, illuminated sign with marquee lights that spells out 'SALE 40% OFF'. The word 'UPTO' is added to the left of the sign, vertically. The lighting is dramatic, with the sign casting a warm glow on the wet-looking floor. The camera slowly zooms out, revealing more of the environment and the sign.