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Creative

YOUTH MODE Soundtracks Paul Smith's AW21 Digital Show

Paul Smith takes a journey through the subcultures that have signposted his career, remixing icons of British clothing design for a new generation

YOUTH MODE Soundtracks Paul Smith's AW21 Digital Show

2020 provided a unique moment of reflection for Paul Smith, with his landmark 50th anniversary celebrations followed by the imposed introspection of lockdown. 2021 offers the opportunity to reset and rethink, resulting in remixed versions of some Paul Smith classics.

Key pieces nod to different subcultural moments that have influenced Paul over the last five decades of design. Tartan tailoring brings to mind 1970s ska, Terry Hall and The Specials.

Silk pyjamas are confidently displayed, mixing a hint of 1970s psychedelia with the WFH mood of life in 2021. These individual references are confidently thrown together to create an eclectic 'Best Of' album - a collection of rediscovered classics repackaged for a new generation.

As a pioneer of floral print for men, Paul continues to innovate with floral motifs 3D printed onto leather and woven into fabric. A modernised paisley revives another Paul Smith signature pattern, while a Hawaiian print reminds Paul of the vintage shirts he would sell from his first Nottingham shop fifty years previous.

Show music continues the magpie approach, selecting the highlights of many eras and genres. Imagine an extensive record collection, lovingly raided and remixed to create something new.

Music agency YOUTH MODE provided the soundtrack, working alongside composer Felix Morgan and the creative team at Paul Smith.

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Client

Advertiser: Paul Smith

Creative

Director: George Harvey

Music

Music Company: YOUTH MODE

Music Supervisor: Jack Derbyshire

Composer: Felix Morgan

Category: Clothing and Fashion , Designer

Genre: Fashion & Beauty , Music & Sound Design