For FW25, Paul Smith explores a modern interpretation of Britishness through the lens of Paul’s ever-curious spirit and love of collecting the unexpected. Shot on location in the heart of Notting Hill, the campaign heroes are seen navigating the area’s most iconic spots—from the Earl of Lonsdale pub and Notting Hill Fish + Meat Shop to the Paul Smith shop at Westbourne House, perfectly capturing the mood of the FW collection.
Paul’s home for much of his life, Notting Hill has been an integral part of his creative process and inspiration. The opening of Westbourne House shop in 1998 marks the start of Paul Smith’s continuous presence in the vibrant neighbourhood. Designed with friend and architect, Sophie Hicks, the unexpected setting of the shop in a Westbourne Grove townhouse offers its own view on curiosities, collectables and artworks.
The FW25 campaign explores Notting Hill through a Paul Smith lens. As the cast stroll, cycle, and drive through the neighbourhood, they carry, juggle, and stack an eclectic mix of curious objects. From a double bass to a giant carrot, and even a cameo from the original 1998 Paul Smith x Mini Cooper, each piece nods to the Paul Smith spirit: music, design, everyday charm, curiosity and the delightfully unexpected.
A nod to the British roots in more than one way, the campaign showcases Paul Smith’s growing focus on craftmanship by featuring the Made in UK collection, Signature Stripe and tailoring – all key pillars to the Paul Smith world.
