1st October 2025 will see the launch of Paul Smith Loves Barbour, a new 23-piece collection comprising reimagined versions of some of Barbour’s most iconic coats, alongside knitwear, accessories, and t-shirts. Inspired by country shows, the collaboration takes a playful approach to country classics, with unusual shades of waxed cotton, patchwork constructions, and a recurring Friesian cow motif.
As two of the most beloved names in British fashion, Paul Smith and Barbour share a lot of common ground. There is the unwavering focus on quality and timeless design, but also an innate understanding of the specific qualities that make British style unique. Both houses have been a constant presence in the wardrobes of well-dressed people for many decades and deftly mix heritage with a forward-looking attitude.
Despite these similarities, Paul Smith, and Barbour each bring their own distinct perspective to the project. Barbour is, of course, inseparable from the British countryside, while Paul Smith has always been decidedly metropolitan. It’s this friction between town and country which imbues the collection with a one-of-a-kind personality.
The creative concept for campaign leans into playful contrasts that tell a story, grounded in British character, reimagined with wit and modernity. Based around the environment of a British country fair, the campaign is rich in nostalgia, evoking warm memories and inviting people to see both design houses in a whole new, refreshing light – unexpected, and full of personality.
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The creative concept for campaign leans into playful contrasts that tell a story, grounded in British character, reimagined with wit and modernity. Based around the environment of a British country fair, the campaign is rich in nostalgia, evoking warm memories and inviting people to see both design houses in a whole new, refreshing light – unexpected, and full of personality.
Paul Smith Loves Barbour launches 1st October 2025, available globally through Paulsmith.com
