Leading and uniquely British brand, Paul Smith is renowned for fusing timeless pieces with contemporary designs. With an urban inspiration deeply rooted in the brand, it is no revelation Paul Smith are up to date with the latest lifestyle trends. Unsurprisingly, the autumn/winter 2013 underwear campaign is not your stereotypical well built male models with smouldering eyes shot in black and white stills. This is something very different and very exciting.
Still including every underwear adverts’ protagonist, capturing male models bearing their torsos Paul Smith and director Sebastien Montaz-Rosset film athletes as they hop around the snowy peaks of the French Alps. Luckily this season’s models, Antoine Moineville and Tancrède Melet, are totally fearless. Always ahead of the current trend, the promotional film captures a new approach to free running subsequently demonstrating the brand’s signature innovative attitude.
Battling the mountains the direction was simple; ‘do what you normally do’, a natural approach that adds to the film’s gripping appeal. Following the adrenaline junkies as they climb high into the mountains they start to rock climb in style wearing Paul Smith’s edgy designs, that are available at JulesB Online. Expertly directed the short film showcases the talent and fearless attitude of the athletes, providing nerve-racking viewing with imagery from every angle as they come dangerously close to falling on many occasions. Even using a camera attached to propellers to demonstrate the height the men have reached.
For added toe-curling viewing, the men continue their exploration walking in the style of the documentary ‘Man on Wire’. The models balance on rope while removing clothing to present the new playfully patterned underwear collection. It is this juxtaposition of snowy mountains, shivering temperatures and semi-naked men that make the new collection stand out in a trademark quirky style. In this case the look is style over practicality which only adds to the extreme style of the sport. The men captured breathing into their hands to try and keep warm while behind the scenes the director is wrapped up in down-filled outerwear.
With the tagline to reflect this and Sir Paul Smith’s quirky sense of humour, “breath comes in short pants”, the play on words seems to make sense. But the athletes must be battling the conditions with the help of adrenaline, as behind the scenes the men are filmed playing the guitar and juggling with equipment, still in only their new Paul Smith underwear, shop the collection now with Jules B.