Paul Smith: Sock Etiquette with Walton Goggins

Nov 2025

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.

Horizontal, Cinematic, Warm, Clean

Low-key / chiaroscuro

Hallway

TVC / TV Commercial