R NEWBOLD (PAUL SMITH)

FASHION

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R Newbold is a sub-line for the eponymous Paul Smith brand. For the latest menswear collection, we were asked to design a fun and slick fashion lookbook that referenced what was cool in the UK at the time.

Our take was to play on the rise of Yorkshire (particularly Sheffield) within the music scene, as a backdrop to the art-direction. Bleak, earthy tones with customary PS punches of colour were littered through ‘hotspots’ in the Sheffield landscape, through both the clothing and the large playful letterforms which formed the cover title. The concertina fold was an attention-grabbing format on Tokyo display shelves.