Dapper Doggos: Paul Smith’s latest campaign comes with a tail-wagging tale
There are a few things at Esquire that we love more than really, really good fashion – and a man’s best friend comes pretty close. So when a press release that incorporates both lands on our desk, we stop and listen.
Paul Smith’s S/S20 campaign is a celebration of relaxed tailoring, muted-tones and Paul’s first shop manager, Homer, the Afghan wolf hound.
"This might sound silly, but honestly, I think Homer was one of the main contributions to the success of the shop. There weren’t any other shops that I knew of where you walked in and the manager was a dog." - Sir Paul Smith
A pink duo-toned treatment image of the four-legged store superintendent serves as the backdrop for the brands latest campaign.
The monochromatic treatment of the imagery is deliberate – focus here is not on the muted, sorbet shades, but instead your attention is designed to be drawn towards the ‘cut and silhouette of the new tailoring shapes, which blend a 1970s flavour with modern construction’.
While the tailoring we have come to expect from the quintessentially-British brand was as sharp as ever, the inspiration drawn from the hand-me-down jackets and overcoats worn in a ‘70s era London was evident. Double breasted suits were awash with soft pistachio tones, while relaxed slacks and oversized coats were symbolic to an art-school student aesthetic that has been making an elegantly unkempt comeback of late.