Paul Smith's

The South of France was a key reference for the campaign, with neon signs, a seascape background and sandy beach floors combining to create images that have the characteristic irreverent spirit that Paul Smith is known for.

Black and white imagery features in a Paul Smith campaign for the first time in many years. As a designer known for his confident use of colour, the decision to present primarily black and white images, with an injection of colour to highlight key pieces, is both bold and modern.

Accents of colour are used sparingly throughout the campaign to highlight the Ocean print, which is central to the theme of the collection. The print is a bright and optimistic take on classic Hawaiian shirt motif and evokes a faded 1950s surfer theme, mixing a collage of vibrant florals, undersea coral and Japanese koi carp.

Key Ocean products that feature in the campaign include short-sleeved shirts and outerwear for men alongside dresses and trousers for women.

Further developing the aquatic theme, a graphic tuna fish motif, which features on men’s shirts and women’s bags, is inspired by Paul’s many visits to the Tsukiji Fish Market in Tokyo. From this print, a tuna is recreated in neon signage to cap off a visually surprising and fun approach to the season.

The whole Spring/Summer Collection is available now in stores and at paulsmith.com