Paul Smith Takes F/W 2026 Tailoring to the Streets of New York

Paul Smith takes its tailoring back to the New York streets

Catch a fashion and style tip. Gandering out Paul Smith’s Fall/Winter 2026 campaign, where British tailoring gets dropped straight into the daily rhythm of New York City.

Photographed by Samuel Bradley, the campaign leans into Paul Smith’s long relationship with the city rather than building some overly polished fantasy around the clothes. The streets are the set, the pace is part of the styling, and the tailoring has to hold its own against actual movement.

At the center of the collection is Sir Paul’s longtime fascination with the everyday uniform. He has always understood that a suit only works if the person wearing it can actually live in it, and for F/W 2026 he reaches back to some of the brand’s familiar silhouettes from the late 1980s and early 1990s, then loosens the attitude for now.

That is where the campaign gets interesting. Instead of treating tailoring like something precious that belongs behind glass, the clothes are put back into circulation. The proportions feel easier, the structure less rigid and the styling more connected to the kind of person who might wear a jacket all day and never once think of it as “formalwear.”

New York also makes sense beyond the visuals. Paul Smith has spent years building a relationship with the city, and the campaign arrives ahead of the opening of the brand’s new Madison Avenue flagship in October 2026. So this is not just New York being borrowed as scenery; the city is part of the season’s larger story.

There is something very Paul Smith about revisiting older signatures without getting trapped in nostalgia. The late-’80s and early-’90s references are there, but they are being asked to work in a different decade, on different bodies and at a completely different pace. That is the style tip right there: the best tailoring is not the piece that announces how dressed-up you are. It is the one that slips into your life and makes everything around it look sharper.

Take in the full campaign below. Bradley keeps New York present without letting it swallow the clothes, giving Paul Smith’s softer tailoring enough room to do what it does best: look considered without looking overworked.

Campaign photography: Samuel Bradley / Paul Smith.