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Paul Smith Marks New Direction With Spring Campaign

Paul Smith Marks New Direction With Spring Campaign
From WWD - February 9, 2018

STARTING AFRESH: Sir Paul Smith is marking the start of a new era at his label with a spring campaign that aims to channel the designers trademark irreverence.

Featuring Polish model Malgosia Bela and Ben Allen, the campaign takes its inspiration from the neon signs and the sandy beaches of the South of France. Black-and-white images of the sea provide the backdrop for bright colors and prints, including Hawaiian shirts and a tuna motif inspired by Smiths many visits to the Tsukiji Fish Market in Tokyo.

Bright color and confident use of print are two things that lots of people know and love Paul Smith for, said the designer. This felt particularly true in my spring 2018 collection, where the ocean-inspired print was so prominent in many of my designs for both men and women. For the campaign it felt right to bring the brightness and optimism to the fore. It feels like we all need a bit of color right now.

Smith has returned to the creative helm of his newly restructured company and said it was important to launch a campaign that telegraphs the brands message.

Ive been in this industry for a long time, but Ive never known it to move and change as quickly as it is right now. Theres never been so many brands fishing from the same pond. Because of that, its so important to deliver a focused and clear message with everything that youre putting out therefrom the advertising campaigns youre shooting, to the windows and shops youre merchandising and everything in between, added the designer.

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