Paul Smith has unveiled its Christmas campaign, called ‘Night to Day’, starring American actor Walton Goggins. He’s described as “a close friend of the company and Sir Paul personally for many years [who] perfectly embodies the character of the Paul Smith brand”.

The “playful” campaign follows Goggins on a festive journey through London’s Covent Garden — close to the brand’s flagship store on Floral Street. That was the very first Paul Smith shop that opened in the late 1970s so is hugely important to the brand, as well as Covent Garden being “a historical and cultural hub that celebrates the arts”.

The campaign aims to capture “the creative spirit of London” and starts with a night at the theatre followed by a day of “embracing the unexpected”. It highlights how the Paul Smith wardrobe “caters to contemporary needs — from tailoring and eveningwear to a Signature Stripe dressing gown — the collection is inspired by curiosity and the joy of everyday life”. 

Focusing on “Smithy ways to style the eveningwear collection, the campaign offers a fresh take on the holiday etiquette”. The company said a “whimsical highlight is an often-overlooked festive period, ‘Betwixtmas’ – the time between Christmas and New Year, which captures Walton kicking back in the Sir Paul Smith suite in Brown’s Hotel”. 

It continues to follow Walton’s journey in the Covent Garden area into the next day. This offers a glimpse of the SS26 collection that will be available early next year and that “introduces new cuts and vibrant colourways while still keeping the spirit of discovery and adventure at its core”. 

It’s part of a wider festive initiative “dedicated to supporting the cultural landscape of Covent Garden”. Most significantly, this is the previously announced creative partnership between Paul Smith and The Royal Ballet and Opera House that “aims to set new standards for creative engagement between design and the arts”.