The record-shop poster will get a second life in Paul Smith’s 2026 collaboration with Fender. Psychedelic lettering spreads throughout a printed shirt and tie-dye T-shirt, whereas sunflower graphics give a black varsity jacket a softer character than its athletic form suggests. These are garments suited to the viewers as a lot because the stage, a connection the marketing campaign develops via British four-piece Legss.
Amongst pub stools and crimson banquettes, the musicians put on the items with an informality that retains the collaboration from feeling like commemorative merchandise. The capsule attracts on London’s Wardour Road record-shop tradition and marks Smith’s eightieth birthday alongside Fender’s eightieth anniversary. Its Japanese-made Telecaster takes the change within the different course, dressing an instrument in Smith’s Signature Stripe.
Again within the wardrobe, a sunflower tie lets the musical references slip right into a shirt-and-tie outfit, whereas record-label T-shirts announce the affiliation extra straight. That vary of quantity is a part of the enchantment. You may gown for the gig or let a small element give away the place you’re heading afterward.
Paul Smith + Fender 2026 Marketing campaign
The playful temper continues from Paul Smith’s fall-winter 2026 campaign, the place Vasko Luyckx turns a day in New York into an excuse for small diversions.
