Paul Smith looks to the ocean for SS18. 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 has become known for.
Accents of color are used sparingly throughout the campaign to highlight the Ocean print, which is central to the theme of the collection.The print is a 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.
Further developing the aquatic theme, a graphic tuna fish motif, which features on shirts 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 collection is in stores now.