Paul Smith Unveils Festive 'Night to Day' Campaign Starring Walton Goggins

British luxury fashion brand Paul Smith has officially unveiled its Christmas campaign for 2025, titled 'Night to Day,' featuring acclaimed American actor Walton Goggins. The campaign represents a significant moment for the brand as it combines fashion, friendship, and cultural celebration in one cohesive holiday initiative.

Campaign Overview and Creative Vision

The 'Night to Day' campaign follows Walton Goggins on a festive journey through London's Covent Garden, an area of particular significance to the Paul Smith brand. The location choice is strategic, as Covent Garden is home to the brand's flagship store on Floral Street, which originally opened in the late 1970s as Paul Smith's very first shop. This historical connection makes the area "a historical and cultural hub that celebrates the arts," perfectly aligning with the campaign's creative objectives.

Brand Ambassador Selection

Walton Goggins was selected as the campaign's star due to his long-standing relationship with both the company and Sir Paul Smith personally. According to the brand, Goggins has been "a close friend of the company and Sir Paul personally for many years [who] perfectly embodies the character of the Paul Smith brand." This personal connection adds authenticity to the campaign and reflects the brand's emphasis on genuine relationships.

Campaign Narrative and Collection Highlights

The campaign aims to capture "the creative spirit of London" through a narrative that begins with a night at the theatre followed by a day of "embracing the unexpected." This journey showcases how the Paul Smith wardrobe "caters to contemporary needs—from tailoring and eveningwear to a Signature Stripe dressing gown—the collection is inspired by curiosity and the joy of everyday life."

Festive Period Focus

A particularly whimsical element of the campaign focuses on 'Betwixtmas'—the often-overlooked period between Christmas and New Year. This segment captures Walton Goggins "kicking back in the Sir Paul Smith suite in Brown's Hotel," offering a fresh perspective on holiday etiquette and styling opportunities during this transitional time.

Cultural Partnerships and Future Collections

The campaign extends beyond traditional holiday marketing as part of a wider festive initiative "dedicated to supporting the cultural landscape of Covent Garden." Most notably, this includes the previously announced creative partnership between Paul Smith and The Royal Ballet and Opera House, which "aims to set new standards for creative engagement between design and the arts."

The campaign also offers consumers a first look at the SS26 collection, scheduled for release early next year. According to the brand, this upcoming collection "introduces new cuts and vibrant colourways while still keeping the spirit of discovery and adventure at its core," maintaining the brand's signature approach to design innovation.