Paul Smith

Spring 2021 Ad Campaign


Review of Paul Smith Spring 2021 Ad Campaign by Photographers Crista Leonard and Mark Kean with models Ottawa Kwami, Scott Licznerski, Noah Sapon, and Kaila Wyatt

Paul Smith celebrates two sides of summer with a pair of complementary new ad campaigns. Titled “Modern Tailoring” and “PoolSmith,” the campaigns feature photography by Crista Leonard and Mark Kean.

The approach to the styling and imagery of the campaigns has a nice flavor of vintage eclecticism. We are actually reminded a bit of Gucci campaigns – but this is not at all a bad thing, as we think everyone could stand to learn a thing or two from Gucci’s playful reverence for the kooky camp of the past.

“Modern Tailoring” celebrates all the styling possibilities available for the classic suit. Its title may be a bit at odds with its setting of a 60’s mod interior, but it feels apt for the imagery’s combination of classic construction and modern fluidity.

Shot (where else?) poolside, “PoolSmith” features the same group of models, which also feels like an interesting and ultimately smart choice. The other campaign imbues these models with a strong and sophisticated sense of character. With a similar sense of ease and sophistication, but a much more casual color and style palette, this new set of imagery brings summery and playful dimensions to this established sense of character. The campaign is also finished off with strong graphics by designer, artist, and illustrator Wei Prior.

With cohesive worlds of color and an open yet refined atmosphere, the pair of campaigns is a strong showcase for the versatility and vision of Paul Smith.

Paul Smith Creative Director | Paul Smith
Photographers | Crista Leonard and Mark Kean
Art Direction | Matthew Mumford
Models | Ottawa Kwami, Scott Licznerski, Noah Sapon, and Kaila Wyatt
Stylists | Georgia Pendlebury and Julian Ganio 
Hair | Louis Ghewy
Makeup | Gemma Smith-Edhouse
Nails | Pebbles Aikens
Set Designer | Suzanne Beirne
Casting | Jinjo Casting
Producer | Laura Holmes
Graphics | Wei Prior
Location | London