Paul Smith showcases a joyful SS22 campaign, featuring an eclectic cast of young and talented creatives brought together to invoke the lightness of summer and the inspirations found from being immersed in the natural world.
Set against a faded pastel backdrop inspired by sun-washed façades, the campaign echoes the optimistic and easy-going tone of the SS22 collection inspired by the great outdoors and the arrestingly impressionistic palette of theTuscan landscape. Invoking a contemplative and youthful spirit, the scenes capture the freedom and euphoria of being in nature.
A celebration of individuality and personality, the campaign is fronted by a seven-strong cast of emerging talent, namely actors Nabhaan Rizwhan, Fionn O’Shea, Erin Doherty and Amber Anderson, musicians anaiis and cktrl (aka Bradley Miller) and ballet dancer Ryoichi Hirano.
Shot by photographer Jack Davison, the scenes utilise his signature soft focus and filters to create a hazy, heady effect that mimics the intoxicating atmosphere of a mid-summer’s day. Considered tonal combinations in both the set and styling; blue on blue and orange on orange for example, reinforce this potent effect.
Styling is kept intentionally simple to reflect an uncomplicated, carefree approach to modern warm-weather dressing. Lightweight and loose-fitting, the clothes express a feeling of openness and, more tangibly, a cool breeze.
Key pieces for men featured in the campaign include the striped zip-up cycling jersey, the vivid orange peak lapel suit, the sunflower-print panelled camp-collar shirt and corresponding sweater, the printed Western jacket and matching trousers, the cornflower-blue crepe windbreaker jacket, and the V-neck striped knitted vest that opened the SS22 men’s show in Paris.
And for women, the campaign’s hero pieces include the floor-length signature striped jersey column dress, the oversized sunflower-print camp-collar shirt, stripe-tipped collared cardigan, plaid suit single-breasted suit and matching point-collar poplin shirt, and the slouchy checked knitted tee.
Talent: Nabhaan Rizwan, Bradley Miller (cktrl), Amber Anderson, Erin Doherty, anaiis, Rio Hirano, and Fionn O’Shea Photographer: Jack Davison Art Director: Matthew Mumford Menswear Stylist: Julian Ganio Womenswear Stylist: Nell Kalonji Videographer: Joe Mercer-Holland Casting: Claire Byrne Set Design: Alice Kirkpatrick Hair: Mari Ohashi Make Up: Niamh Quinn Production: Holmes Production