It’s the ultimate Smith serendipity. When the legendary British designer, Paul Smith, meets the captivating British actor, Matt Smith, one doesn’t just expect sparks but an outright fashion bonfire. The two icons, while being worlds apart in their respective professions, share an intriguing bond that transcends the allure of their common surname. It’s the love for immaculate style, artistry, and an undying British spirit.
Paul Smith’s upcoming AW23 and SS24 campaigns proudly showcase Matt Smith as the face and muse. This collaboration isn’t a mere marketing strategy; it is an artful confluence of two British powerhouses. Our beloved Doctor from “Doctor Who,” the regal figure from “The Crown,” and now an anticipated star in “House of Dragon,” Matt, slides seamlessly into the frame, making every stitch and fabric of Paul Smith’s designs come alive.
These campaigns draw inspiration from the minimalistic black and white Paul Smith advertisements of the 1990s, with Matt effortlessly donning classic Paul Smith ensembles. From the travel-friendly “A Suit To Travel In” to archive-inspired tailoring, he embodies the brand’s essence. However, the campaigns are not devoid of colors. Signature Stripe and the strategic use of a blue backdrop bring vivacity to the visual storytelling.
And then, of course, there’s the delightful twist. With a wink to their shared surname, Paul makes an elegant cameo alongside Matt. This particular frame is a thoughtful nod to the Paul Smith Spring/Summer 1994 campaign, weaving history and present together.
Beyond the stunning photographs, there’s an accompanying film that delves deep into the actor’s world. It juxtaposes the art of crafting an on-screen character against Matt’s off-camera self, offering viewers a tantalizing glimpse of his multifaceted personality.
Parallel to Matt Smith’s campaign, the womenswear series stars Dutch model Kiki Willems. It mirrors the ethos of its counterpart, emphasizing transitions from day to night and the sophistication of modern tailoring. The AW23 collection itself, unveiled at the Paris Fashion Week, resonates with the genius of modernist designers and architecture. It harmoniously merges the past and present, infusing heritage fabrics with a fresh, contemporary perspective.
Matt Smith’s reverence for Paul Smith is palpable. “Paul Smith has offered inventive, and colourful tailoring that remains timeless,” says Matt. He speaks about the honour of collaborating and personally knowing the legend that is Paul Smith. “He continues to challenge conventions, rendering Paul Smith an ever-iconic British brand. And undoubtedly, always in vogue.”
In reciprocity, Paul’s admiration for Matt is evident. “Working with Matt for the next two seasons is an exhilarating journey. He’s the quintessential Paul Smith man. Matt brings a unique blend of authenticity, both through his on-screen avatars and his intrinsic sense of style. And, naturally, he’s impeccable in a suit.”
When two iconic Smiths come together, the fashion realm takes notice. This collaboration is more than just a campaign; it’s a testament to enduring British style, timeless artistry, and the magic that unfolds when two worlds, seemingly distinct, become beautifully entwined.
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