Paul Smith introduces its new Night to Day holiday campaign with actor Walton Goggins, a longtime friend of both the brand and Sir Paul. Goggins steps into the season through a story set in Covent Garden, a location that holds deep significance for Paul Smith. The area housed the brand’s first shop in the late 70s and continues to serve as a cultural center that draws artists, visitors, and creative communities. The campaign uses this setting to frame a narrative that traces Goggins through an evening at the theatre and a day shaped by chance encounters, small surprises, and a confident approach to holiday style.
Photographer Samuel Bradley documents Goggins as he moves through Covent Garden’s streets, theatres, and open spaces. Bradley’s images follow a clear rhythm: the energy of an evening performance at Theatre Royal Drury Lane, followed by daylight moments where Goggins steps into a slower, more open pace. Stylist Ben Schofield builds outfits from the Paul Smith wardrobe that transition cleanly from a theatre evening to the following day. Videographer Cam Turnbull expands the story through motion. Grooming by Kim Rance adds a refined polish that stays consistent across both settings.
The narrative introduces Paul Smith eveningwear with sharp structure, precise tailoring, and strong character. Goggins navigates the theatre environment with confidence, moving through the lobby and seating areas with a wardrobe built for formal occasions. Schofield selects pieces that offer clean lines and a direct visual message suited for holiday gatherings. Goggins wears each look with ease, reinforcing his long relationship with the brand. As the story shifts into daytime, his wardrobe loosens into a more relaxed rhythm. Patterns and textures change, colors open up, and the styling moves toward lighter choices that reflect a new setting.
The campaign presents a view of London shaped through creativity and artistic references. Covent Garden supports the narrative with its theatres, market buildings, and active cultural presence. Paul Smith’s decision to return to this setting reflects the brand’s long link with creative spaces in the city. The production received support from Theatre Royal Drury Lane and LW Theatres, giving Bradley and Turnbull open access to locations that carry strong visual character.
This holiday initiative also forms part of a larger cultural programme led by Paul Smith in Covent Garden. The brand has developed a partnership with The Royal Ballet and the Royal Opera House, designed to build deeper engagement between design and the performing arts. Visitors can explore a seasonal installation that moves from the Paul Smith Royal Opera House Christmas Tree in the Paul Hamlyn Hall into the Davies Terrace. The space hosts daily activities through January 5, inviting the public to experience the holiday period through performance, design, and shared space.
The final chapter of the campaign offers an early look at the Spring Summer 2026 collection. Goggins moves through Covent Garden in pieces that carry forward the clean structure and confident approach seen in the rest of the campaign. These moments introduce the direction Paul Smith will take into the new season while staying rooted in the visual language presented throughout the Night to Day story.
