The New Paul Smith S/S17 Campaign Is An Energetic Celebration Of London And The Power Of Positivity

A ray of sartorial sunshine amidst these uncertain times.

BY JANIE CAI | Feb 14, 2017 | Fashion

Striped shirt by Paul Smith S/S17.

Sir Paul Smith has always been one to look on the bright side. With an infectious optimism and insuppressible sense of good humour, the British designer is known for his menswear collections that are inspired by sharp tailoring and quirky details. In the Paul Smith universe, a seemingly sober men’s navy jacket might open up to reveal a bold and bright striped silk lining, whilst closer inspection of a woven silk tie might divulge a pattern comprised of little embroidered bunnies.

This S/S17, the collection references the diverse cultural influences and energy of West London, a place that Smith has called his home since the 1970s. His experiences living there have made their presence felt in both the clothes, as well as the latest campaign film for the season.


“As a teenager in the ’60s I’d travel from Nottingham to London most weekends, crashing on the floor of a mate’s at in Powis Terrace, Notting Hill”, said Paul. “It was an amazingly energetic time to be in West London–there was bright colour everywhere you looked and all these influences from all over the world,” says Smith.

Featuring a diverse cast of characters that reflects London in 2017, the film is inspired by the spirit of summer house parties. Dynamic camera work follows each individual dancer through the graphic set – driven by dancehall star Mr Lexx’s track ‘Dem a Pree’ – before they all meet for a high-energy finale. The campaign styling mixes sharp tailoring with prints, warm West Indian colours and modern sportswear shapes. For men, the '60s tailoring references are brought up to date with bold colours, lightweight construction and highly breathable Italian wool fabrics.


Says Smith, “My way is always very positive, and in a world that’s seeing so much trauma and uncertainty at the moment, it’s important to bring a ray of sunshine however you can. The collection is very reflective of my attitude to life.”

Check out the full collection at Paul Smith.