For Autumn/Winter 2025, Paul Smith turns his ever-curious gaze homeward, to the vibrant streets of Notting Hill. Shot against the neighborhood’s most iconic backdrops — from the Earl of Lonsdale pub to the local fish and meat shop, and of course, the Paul Smith store at Westbourne House — the campaign is a love letter to a place that has long shaped the designer’s spirit.
Notting Hill has been central to Paul Smith’s creative universe for decades. The opening of Westbourne House in 1998 cemented the brand’s connection to the neighborhood. Designed in collaboration with architect Sophie Hicks, the townhouse space embodies Smith’s world of curiosities and unexpected finds — an ethos that carries through to this latest collection.
The campaign unfolds with a playful, almost cinematic energy. Cast members stroll, cycle, and drive through Notting Hill with an eclectic assortment of objects in tow — a double bass, a giant carrot, and even the original 1998 Paul Smith x Mini Cooper make their appearances. Each element feels delightfully surreal, a wink to the brand’s hallmark of fusing everyday life with the wonderfully unexpected.
At the heart of the collection is a distinctly British eccentricity — tailoring refined yet relaxed, the iconic Signature Stripe reinterpreted with bold flair, and a growing emphasis on Made in UK craftsmanship. Knitwear, outerwear, and sharply cut suits pay homage to traditional codes while embracing a modern, playful spirit.
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With Autumn/Winter ’25, Paul Smith reminds us that British style is not defined by rules, but by personality: witty, curious, and always open to surprise. Notting Hill, with its layered history and eclectic character, becomes the perfect stage for this narrative — a neighborhood, like the brand itself, where heritage and modernity coexist in charming disarray.
