Paul Smith
AW 26
Jun 2026
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.
Editorial, Lifestyle, Lifestyle
Natural light
Luxury Fashion Houses, Fashion
