The Project Brief
Celebrating the 50th anniversary of Paul Smith assuring brand longevity
(UCA Creative Thinking project MAR 2020)
The Process
The campaign is based on the following insight: circularity and sustainability are set to be on top of the fashion agenda in the post-pandemic, with brands urging to push purpose over products.
The End Result
Paul Smith will launch a multi-layered project called “Let’s get circular” and a series of brand partnerships
1.Paul Smith x Ellen Macarthur Foundation: The brand will join the “Make Fashion Circular” program and will fund the research for the “A new Textile Economy 2021” report.
2. Paul Smith x The Design Museum: “Fix with a twist” will feature an exclusive capsule collection in partnership with the Design Museum of London. It consists of DIY, repairing, and aftercare tools to increase the emotional longevity of the garments.
A pop-up store will be set at the Design Museum, hosting a series of digital and physical workshops, masterclass, and panel talks.
Project Author
Other intern projects
Meet our content partners
writing • zooming • advising
Kieron Lewis
Senior Designer
D&AD Judge
D&AD Judge
Helen Welch
Founder
LDN School of
Furniture Making
LDN School of
Furniture Making
Ross Middleton
Digital Lead
Met Office
Met Office