Paul Smith’s Beloved Afghan Hound, Homer, Features In Latest Campaign

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The dog owned by Smith in the 1970s

This year marks 50 years since the opening of the first Paul Smith store in Nottingham, UK, and the founding of the brand. As a result, expect to see lots of campaign and advertising material that ties into the anniversary, with one or two treks down memory lane.

For example, Smith has just dropped a reminder about Homer the Afghan hound – the beloved canine companion who was with him during those early days, living with Smith and his wife, and appointed the first shop’s manager. “This might sound silly, but honestly, I think Homer was one of the main contributions to the success of the shop,” Smith explains. “There weren’t any other shops that I knew of where you walked in and the manager was a dog.”

Apparently, Homer was quite the character – entertaining customers and occasionally pulling one of his famous disappearing acts, according the video above. The dog also features in the background of the Paul Smith spring-summer campaign.

Images with a pink duo-tone treatment focus attention away from colour and towards the cut and silhouette of the new tailoring shapes, which blend a 1970s flavour with modern construction. Tailoring is oversized in shape and relaxed in style, inspired by the hand-me-down jackets and overcoats worn by the city’s young artistic community at the time.

The tailored jackets are styled with utilitarian clothing – overcoats, military jackets and workwear styles. Graphics this season mimic the screen-printing techniques and Pop Art aesthetic that was popular back then, while the repeated use of a rabbit in prints and on knitwear links to one of Smith’s perennial themes.

Branches of Paul Smith can be found in Dubai Mall and Mall of the Emirates. Neither is thought to be managed by a dog.

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