Walton Goggins Returns to Paul Smith — And the Rules of Menswear Have Never Been More Entertaining

There are few actors working today who can move between prestige drama, cult television and outright comedy as effortlessly as Walton Goggins. That same versatility makes him a natural fit for Paul Smith, where classic menswear has always been treated with equal parts respect and irreverence.

For Autumn/Winter 2026, Goggins returns as the face of the British designer's latest campaign, reuniting with Sir Paul Smith for a series of short films and still imagery that celebrate the rituals, quirks and occasional absurdities of getting dressed well.

Directed by Cameron Turnbull, the campaign unfolds across four films that place Goggins in the role of eager student, learning the finer points of tailoring from one of menswear's most recognisable figures. Rather than presenting style as something intimidating or exclusive, the films explore the unwritten rules that have long shaped men's wardrobes, delivering them with humour and charm.

Among the lessons is the enduring etiquette of neckwear, while another instalment revisits the "No Shin Rule" storyline introduced in the Autumn/Winter 2025 campaign. Here, Goggins navigates the subtleties of transatlantic dressing, including the often-overlooked importance of sock selection when entering a shoes-off household.

The series also tackles one of tailoring's most famous commandments: the "Sometimes, Always, Never" principle for suit jackets. As every well-dressed man knows, the top button is optional, the middle button is mandatory and the bottom button remains untouched. Naturally, Paul Smith finds a way to deliver the lesson with a twist.

Photographed by Samuel Bradley and styled by Ben Schofield, the accompanying imagery draws from Sir Paul Smith's extensive archive, reimagining some of the designer's most recognisable portraits. Set against the British countryside, the campaign showcases the relaxed confidence that defines the Autumn/Winter 2026 collection.

The clothes themselves reflect Paul Smith's enduring strength: tailoring that respects tradition without becoming trapped by it. Harris Tweed, Donegal wool and other heritage fabrics provide the foundation, while patterned ties, colourful socks and unexpected details inject the personality that has long distinguished the brand from its peers.

As Goggins himself puts it, becoming "a small thread in the fabric of Paul Smith" is both an honour and a privilege. Judging by this latest collaboration, it remains a particularly stylish one.