Antonino Biondo

Let’s get circular – Paul Smith 50th anniversary


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

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