Few British designers have managed to turn the ordinary into something extraordinary quite like Paul Smith. And for Autumn/Winter 2026, the Nottingham-born fashion icon is taking that philosophy to the streets of New York City.
Photographed against the relentless energy of Manhattan, Paul Smith‘s latest campaign feels like a transatlantic conversation between the city where the brand was born and one of the world’s most influential style capitals. It’s a collection grounded in British craftsmanship but designed for modern life, whether that’s navigating Fifth Avenue or a rainy afternoon in Nottingham’s Lace Market.
Shot by acclaimed photographer Samuel Bradley and accompanied by film work from Cameron Turnbull, the campaign follows a cast of sharply dressed characters as they weave through New York’s familiar streets. But this isn’t a glossy postcard of the city. Instead, it’s New York viewed through the distinctive Paul Smith lens: playful, curious and slightly unexpected.
At the centre of the collection is something Sir Paul has understood better than most for decades: the power of a great suit. A lifelong tailoring devotee himself, he revisits some of the silhouettes that helped define the brand during the late 1980s and early 1990s. The result is tailoring that carries the confidence of that era while embracing a softer, more relaxed attitude for today.
There’s a sense of familiarity running throughout the collection. Relaxed jackets, textured knitwear and rich seasonal fabrics sit comfortably alongside heritage materials such as Harris Tweed and Donegal wool, a reminder that while fashion constantly moves forward, craftsmanship never goes out of style.
The campaign’s playful streak appears in a series of surreal touches scattered throughout the imagery. Oversized apples, retro telephones and antique paintings transform everyday city scenes into something a little more whimsical, capturing the understated humour that has become synonymous with the Paul Smith name.
For Nottingham, there’s something particularly satisfying about seeing the brand continue its global journey. What began as a tiny shop on Byard Lane in 1970 has evolved into one of Britain’s most recognisable fashion exports, with more than 140 stores across over 50 countries. Yet despite its international success, the city’s influence remains woven into the fabric of the brand.
That connection between local roots and global ambition feels especially relevant as the campaign coincides with the opening of Paul Smith’s new Madison Avenue flagship in New York this October. More than half a century after opening his first store in Nottingham, Sir Paul continues to prove that great style doesn’t need to shout. It just needs character.
And that’s perhaps the secret of Paul Smith’s enduring appeal. Whether it’s spotted on a New York sidewalk or in the heart of Nottingham, the best fashion often starts with the everyday and a willingness to see it differently.
The Autumn/Winter 2026 collection is available instore and on paulsmith.com/season-aw
