Paul & Shark’s Spring/Summer 2026 campaign takes place on the island of Milos, where the landscape does most of the talking. White cliffs, open sky and sharp Mediterranean light set the tone. It’s quiet, almost minimal – nothing feels staged or overly dramatic.
The campaign follows a man and a woman as they move through the setting in an easy, unforced way. There’s no heavy narrative. Instead, the focus stays on the relationship between the clothes and the environment. The sea, the stone and the light aren’t just there for effect; they frame how the collection is meant to be worn.
The Collection – Function Meets Elegance
For Spring/Summer 2026, Paul & Shark keeps things structured but light. Outerwear, knitwear and the brand’s Hybrid pieces sit at the centre of the collection. The emphasis is on practicality – fabrics that feel considered, shapes that allow movement, and construction that suggests durability without bulk.
The colour palette stays close to the brand’s roots. Its signature blue is present, alongside lighter, sun-faded tones and occasional brighter notes that echo the Mediterranean surroundings. Nothing feels overpowering; it’s controlled and clean.
Overall, the campaign feels less about spectacle and more about clarity. It reinforces what Paul & Shark has always done well – functional pieces with a refined edge, designed to move easily between environments rather than compete with them.
