Paul Smith launches its ‘Night to Day’ campaign with Walton Goggins, celebrating Covent Garden and the bond between fashion, art, and theatre.
Paul Smith welcomes the festive season with its new Night to Day campaign starring actor Walton Goggins, a longtime friend of both the brand and Sir Paul Smith. Set in Covent Garden —the London neighbourhood where the label opened its first shop in the late seventies— the story reflects the creative heart of the city. It follows Goggins through an evening of theatre and into a slower-paced morning, capturing the effortless elegance that defines Paul Smith’s approach to holiday style.
Photographer Samuel Bradley documents the actor’s journey through Covent Garden’s streets, theatres, and open spaces, crafting a visual rhythm that shifts from the energy of the Theatre Royal Drury Lane to the calm of the following day. Stylist Ben Schofield builds a wardrobe that flows naturally from tailored eveningwear to relaxed daytime looks, while Cam Turnbull brings the narrative to life through motion and Kim Rance adds refined grooming that ties the whole story together.
The eveningwear collection stands out for its clean tailoring, sharp lines, and understated elegance. Goggins embodies confidence and authenticity as he moves through the theatre, wearing pieces that convey timeless sophistication. As daylight arrives, textures soften, colours brighten, and the styling adopts a more open, relaxed tone —a natural transition between two worlds.
Beyond fashion, the campaign pays tribute to Paul Smith’s creative legacy in London. In collaboration with the Theatre Royal Drury Lane, LW Theatres, The Royal Ballet, and the Royal Opera House, the brand has launched a cultural programme connecting design and the performing arts. Until 5 January, visitors can experience a special installation featuring the Paul Smith Royal Opera House Christmas Tree in the Paul Hamlyn Hall, extending into the Davies Terrace with daily activities celebrating art, performance, and design.
The final chapter of the campaign offers an exclusive preview of the Spring/Summer 2026 collection, with Goggins walking through Covent Garden in pieces that carry forward Paul Smith’s refined visual language —a seamless continuation of the Night to Day story and a confident step into the new season.
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