Paul Smith “Night to Day” Campaign
by Adriano Batista
Paul Smith has unveiled its new “Night to Day” campaign, featuring the American actor Walton Goggins. A long-time friend of Sir Paul Smith, Goggins embodies the character of the brand.
The campaign follows Goggins on a festive trip through London’s Covent Garden. This location is significant as the site of the first Paul Smith shop and a center for the arts. The narrative moves from a night at the theatre to a day embracing the unexpected. It shows how the Paul Smith wardrobe fits modern life, from eveningwear to a Signature Stripe dressing gown.
The campaign also highlights a specific time of year: the period between Christmas and New Year, known as “Betwixtmas.” A scene captures Goggins relaxing in the Sir Paul Smith suite at Brown’s Hotel.
This project is part of a larger initiative to support the culture of Covent Garden. This includes a creative partnership with The Royal Ballet and Opera House.
The campaign continues into the next day, offering a first look at the Spring/Summer 2026 collection. It introduces new cuts and rich colors while keeping a sense of discovery at its core. This collection will be available in early 2026.
Check out the campaign images below:
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