A mood of upbeat nostalgia permeates the campaign. Drawing on Paul Smith advertisements from the 1990s and early 2000s which celebrated the joy of dressing up, it aims to capture the glamour, opulence and playfulness of old Hollywood. Shot at a weathered country house staged to recall a movie set, the campaign features two distinct narratives: one of actors on set and the other of the antics they get up to when off set, away from the cameras.
Recalling avant-garde director’s techniques and myriad cinematic styles, including surrealism, as well as Paul Smith’s signature use of colour, the campaign showcases a highly saturated palette, inspired by the RGB colour model and the mechanics of cinematography.
Shot by photographer Johnny Dufort, the images make use of blur, flashes and glares to emphasise the richness of the colour palette while visible shadows of lighting equipment and rigging are intentionally kept in to emphasise the artifice and as a tongue-in-cheek nod to the construction of the image. A trompe-l’œil effect, seen in the AW22 collection, is also present in certain shots to create a dreamlike fell.
The styling – by Julian Ganio for men and Nell Kalonji and women – is monochromatic to match backdrops and highlights key Paul Smith pillars for the season: coloured tailoring, dynamic prints, statement knitwear and checks.
Key pieces featured for men include a series of bold coloured suits in red, green and blue, the placement Stem Floral printed shirt, the Starlet print camp-collar shirt, Signature Striped mock neck sweater, checked outerwear, Solar Floral printed corduroy trousers, a shearling parka and the showstopping Zig Zag print mohair sweater.
And for women, hero pieces include a cashmere corduroy suit in hot pink, the Moonlit Palm Floral evening suit, the Solar Floral printed midi dress, a pair of jacquard Zig Zag patterned trousers and matching jacket, a leather and shearling jacket, and the Stem Floral patterned shirt and coordinating trousers.
