Paul Smith, currently in residence at Selfridges’ Corner Shop until 19 September, has launched its new AW26 menswear and womenswear campaign following a cast of characters through New York.
The campaign reflects a continued commitment to “bringing British tailoring and craftsmanship stateside” and comes ahead of the brand’s New York flagship store opening on Madison Avenue in October 2026.
At the heart of the collection is “Sir Paul’s lifelong appreciation for the everyday uniform”. A suit wearer himself, for AW26 he revisits some of his most recognisable silhouettes from the late 1980s and early 1990s, drawing on the nostalgia of that era while reimagining them with a softer, more contemporary sensibility.
The result is tailoring that feels relaxed, familiar and relevant for today, underpinned by the craftsmanship that has defined Paul Smith from the very beginning.
Photographed by Samuel Bradley and filmed by Cameron Turnbull, the campaign captures a distinctly New York energy, balancing iconic landmarks with “quieter moments of curiosity and humour”.
An array of eclectic props — from oversized apples and vintage telephones to antique paintings — celebrate the beauty of everyday objects, “bringing a playful expression of British wit to unexpected corners of the city” in true Paul Smith fashion.
The collection embraces an effortless, lived-in approach to dressing, as relaxed tailoring sits alongside rich textures and tactile knitwear, while Harris Tweed and Donegal fabrics reinforce the collection’s connection to British craftsmanship and heritage.
Paul Smith took over Selfridges’ Corner Shop for just under two weeks from 7 September, transforming the space into a
‘dream factory’.
The unusual residency has Sir Paul Smith using the Corner Shop as his working office, giving shoppers and passers-by a glimpse into the creative world behind the brand. The space features personal objects, photographs, artworks and furniture from Smith’s own office, including his Mario Bellini Cab chairs.
The takeover includes a limited-edition capsule collection created specifically for the partnership. Drawing on imagery from Smith’s office and archive, the collection includes holdalls, wallets and T-shirts, while a selection of objects from his personal world are also available to buy, including artworks, furniture, rugs and photographs.
The takeover marks more than four decades of partnership between Paul Smith and Selfridges, bringing together two established names in British retail.