Clothing brand Paul Smith has released a new campaign titled ‘What Makes You Happy’ led by the train-spotting TikTok creator Francis Bourgeois.
The campaign is the latest fashion venture for Francis, having previously featured in promotions for both North Face and Gucci.
The film that features in the promotion, shot by director Leonn Ward, asks Francis and two other creative talents to share how their hobbies and lifelong passions have enriched their lives.
“Sharing both simple pleasures and lifelong passions, the cast reflect on the positive impact of their hobbies, how they’ve changed their lives for the better, helped them grow and continue to inspire them everyday,” Paul Smith said.
In the short film the TikToker poses in Paul Smith garments and shares his reasons for being so passionate about trains.
“Trainspotting, for me, is asking myself, ‘How are you? How are you feeling here? OK?’. It is taking things back to the bare bones of just sitting and listening and looking and feeling and giving myself a chance to strip back the craziness of life.”
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Songwriter Fiona and poet and student Timmy, also have their say on what brings them joy in life.
“Songwriting for me is like therapy. I can say whatever I like,” Fiona said.
Timmy added: “Poetry was like finding my secret personal world, no one really could interfere.”
The collection aims to inspire members of the public to stay true to themselves and their passions like Francis, Fiona and Timmy.
Pual Smith concluded: “With its colourful palette and comfortable character, the latest PS Paul Smith Happy collection shares that positive philosophy. Easy to throw on, endlessly wearable and versatile for everyday, it’s a wardrobe designed to brighten your day.”
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