Paul Smith
Paul Smith's eccentric British tailoring, cinematic campaigns and playful designer fashion
Featured Paul Smith projects
This week's top Paul Smith projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Paul Smith · Paul Smith F/W 2026 Campaign
The Paul Smith F/W 2026 campaign masterfully bridges the gap between high-end luxury fashion and the candid, kinetic energy of urban life. Captured by photographer Samuel Bradley, the imagery leans into a cinematic aesthetic that feels both grounded and surreal, utilizing the bustling metropolitan environment as a canvas for the collection’s sophisticated tailoring. The project moves beyond traditional fashion photography, employing live-action techniques to frame the garments within narratives of daily city existence—whether a model is mid-stride over a rain-slicked puddle or playfully interacting with vintage props like camcorders and rotary phones. Ben Schofield brings a distinct vision to the styling, layering textures from chunky wool knits and shearling-collared leather jackets to sharp, pinstriped shirting and wide-leg trousers. The visual language oscillates between soft light portraiture that highlights tactile material quality and high-contrast, chiaroscuro-inspired shots that emphasize the sharp architectural lines of the Paul Smith brand. With hair by Ryan Mitchell and makeup by Emi Kaneko, the subjects exude a natural, effortless composure that reflects the brand's heritage of eccentric British elegance. By integrating everyday elements—from industrial carts to oversized fruit props—the campaign achieves a compelling editorial depth, successfully positioning the collection as both aspirational and inherently human in its lived-in, contemporary presentation.
Paul Smith · AW 26
The Paul Smith AW 26 campaign is a masterclass in eccentric British sophistication, blending high-end sartorial precision with a refreshing sense of the absurd. Shot by photographer Samuel Bradley, the collection imagery leans into a cinematic, editorial aesthetic that subverts the traditional expectations of luxury fashion houses. By placing actor Walton Goggins in disparate, often surreal environments—ranging from the hushed gravity of a wood-paneled library to the whimsical spontaneity of a wildflower-filled field—the project bridges the gap between heritage tailoring and playful, modern storytelling. Under the art direction of Matthew Mumford and the discerning fashion styling of Ben Schofield, the garments are grounded by natural light, which accentuates the tactile qualities of tweed, wool, and plush velvet. Grooming by Kim Rance ensures a sharp, polished finish that anchors the more fantastical elements, such as oversized floating ties or an improvised crown. Set designer Lydia Chan creates spaces that feel both lived-in and dreamlike, utilizing props like traffic cones and cake plates to disrupt the formal stillness of a tuxedo-clad subject. Ultimately, the AW 26 campaign functions as a cohesive exploration of personality, utilizing natural light and high-contrast, low-key chiaroscuro techniques to celebrate the singular, eclectic spirit of the Paul Smith brand while firmly cementing its place at the vanguard of contemporary menswear.
Project Paul Smith · Sometimes, Always, Never with Walton ...
Paul Smith leans into the surrealist tradition of British tailoring with its latest collaboration featuring actor Walton Goggins. This high-end luxury fashion campaign masterfully navigates the intersection of cinematic whimsy and classic sophistication. By blending the structured formality of a bespoke tuxedo with the disarming playfulness of forced perspective and oversized motifs, the work creates a dreamlike, editorial aesthetic that feels both rooted in heritage and refreshingly unconventional. Photographer Samuel Bradley captures this duality with precision, utilizing both the authentic, textured depth of 35mm film and modern live-action technique to ground the high-fashion narrative in a natural landscape. The project benefits from the sharp, evocative art direction of Matthew Mumford and the precise styling of Ben Schofield, who ensure that every frame—whether depicting a whimsical encounter with a giant necktie or a quiet, natural light portrait near a stone sundial—maintains a cohesive, sophisticated rhythm. Hair stylist Kim Rance and set designer Lydia Chan further refine this vision, crafting a visual world where the rigid lines of formalwear are playfully subverted by the organic, sprawling fields of wildflowers. The result is a bold, documentary-inspired campaign that avoids the tropes of standard fashion advertising, instead offering a cinematic exploration of style that is as thought-provoking as it is meticulously tailored, proving that luxury remains at its best when it refuses to take itself too seriously.
Paul Smith · Brand Identity
The latest brand identity work for Paul Smith offers a masterclass in weaving personal heritage into a contemporary corporate aesthetic. Moving beyond standard fashion industry tropes, this campaign recalibrates the label's storied history through the quirky, tactile lens of philately. By transforming the brand into a collectible narrative, the project utilizes UI illustration to anchor the Collectors Club membership portal, creating a digital space that feels as curated as the products themselves. The visual execution is anchored by deliberate studio strobe lighting, which brings a high-contrast, graphic precision to everyday objects. From the glossy, postage-clad surfaces of red garden implements to the sophisticated portraiture of Sir Paul Smith, the imagery leans into a playful juxtaposition of high-fashion tailoring and mundane memorabilia. The design, spearheaded by Limesharp, excels at integrating these disparate elements into a cohesive identity that feels both nostalgic and forward-thinking. By employing low-key chiaroscuro techniques in the portrait work, the project highlights the brand’s enduring human element while maintaining an editorial sensibility. This strategy effectively reframes the Paul Smith legacy, turning the archive into a vibrant, interactive experience that respects the designer's long-standing connection to Covent Garden. It is a refined, conceptually tight effort that demonstrates how traditional heritage brands can successfully translate their physical history into modern digital platforms without losing their signature eccentric spirit.
Project Paul Smith · Paul Smith x Barbour
The Paul Smith x Barbour collaboration presents a series of editorial images captured in a sprawling rural landscape. Drawing on a shared heritage of British design, the project leans into a nostalgic and pastoral aesthetic that highlights the collection's focus on tactile textures, layered knitwear, and durable outerwear. Photographer Polly Brown and art director Matthew Mumford utilize soft natural light and low-angle framing to set the subjects against expansive, open skies and golden meadows. The imagery incorporates playful elements and earthy tones to create an unconventional, grounded fashion campaign.
Paul Smith · Sock Etiquette with Walton Goggins
Paul Smith leans into its heritage with 'Sock Etiquette,' a campaign film featuring actor Walton Goggins. Set against the backdrop of a grand staircase, the piece explores traditional sartorial codes through a lens of sharp humor, with Goggins serving as the guide to formal dress standards. The project features art direction by Matthew Mumford and styling by Ben Schofield, emphasizing the juxtaposition of a dark velvet blazer and crisp white shirt against vibrant, patterned hosiery. The film utilizes a cinematic, low-key lighting approach, employing chiaroscuro techniques to heighten the drama within the frame. Hair styling for the production was provided by Kim Rance, with Samuel Bradley credited as photographer.
Project Paul Smith · Paul Smith F/W 2025 Campaign
The Paul Smith Fall/Winter 2025 campaign presents a series of editorial and commercial images that blend traditional British tailoring with a surreal, whimsical aesthetic. Set against clean architectural backdrops, the collection leans into a play of textures, juxtaposing classic menswear like wool overcoats and houndstooth tailoring with unexpected props including sculptures, musical instruments, and vintage objects. Photographed by Samuel Bradley, the campaign features art direction by Matthew Mumford and styling by Ben Schofield. The series utilizes natural light to ground its surrealist approach in a candid, street-level reality. Models Thibaud Charon and Jean Campbell anchor the narrative, with hair by Moe Mukai and makeup by Rebecca Wordingham contributing to the polished yet experimental look of the seasonal visuals.
Project Paul Smith · Paul Smith Spring 2025
The Paul Smith Spring 2025 collection features a series of editorial portraits that lean into the designer's distinctive aesthetic, blending structured tailoring with domestic and natural environments. Captured by photographer Jack Day, the campaign moves between greenhouse settings, light-filled interiors, and textured exterior brickwork to showcase the season's knitwear and fluid silhouettes. The imagery emphasises clean lines and natural light, highlighting the intricate geometric patterns and signature stripe details of the collection. The editorial approach, captured using analogue film, focuses on a minimalist look that contrasts patterned midi dresses and relaxed-fit denim against carefully curated, earth-toned backgrounds.
Project Paul Smith · Paul Smith Summer 2025 Campaign
The Paul Smith Summer 2025 campaign presents a series of editorial portraits that lean into warm, earthy textures and candid moments. Captured by photographer Jonathan Daniel Pryce, the campaign features model Edoardo Sebastianelli in an array of settings, from rustic kitchen environments to outdoor stone backdrops. Art directed by Matthew Mumford with fashion styling by Ben Schofield, the imagery highlights the collection's focus on knitwear and tailored separates through a natural light lens. The series employs an earthy, tactile aesthetic, incorporating elements like rustic ceramics and vintage props to complement the collection's patterned shirts and polos. Hair styling by Kim Rance and makeup by Mel Arter round out the editorial execution.
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