Paul Smith’s fall-winter 2026 marketing campaign clothes for maturity, then takes the afternoon off. Photographed by Samuel Bradley, mannequin Vasko Luyckx strikes via New York with the convenience of somebody who likes carrying a tie however has no explicit curiosity in attending to the workplace. That perspective provides the gathering’s ’90s reference its enchantment.
The roomy tailoring and lengthy coats recommend a grown-up wardrobe, whereas Ben Schofield’s styling retains it free sufficient for a day spent wandering. Full trousers are central to that steadiness, lending a shirt and tie a straightforward bearing and giving an ecru cotton-and-merino Henley a little bit extra authority.
Tucked in and completed with an eyelet belt, the Henley feels as dressed because the tailoring, even when Vasko is swinging from a lamppost. Bradley’s playful road scenes take their cue from this freedom of motion, turning town into a spot for small diversions. A protracted stride turns into a leap; an errand entails a trolley piled with bagels. The pleasure is in seeing garments related to duty put to such cheerfully unproductive use.
Paul Smith Fall/Winter 2026 Marketing campaign
The playful method to tailoring additionally runs via Paul Smith’s Sometimes, Always, Never edit with Walton Goggins, which turns suit-buttoning etiquette into an event for country-house mischief.
