The Creative Director Of Smythson, Luc Goidadin Tells Us About The A/W ‘22 Collection

The home of luxurious leather bags, accessories, stationery and notebooks, Smythson represents the very best of British craftsmanship; after all, they have 130 years of experience.

Now, with Creative Director Luc Goidadin at the helm of this much-loved and distinguished brand, there is a considered, balanced approach where the classic meets the contemporary. Yes, there is an appreciation of its rich heritage and signature styles, yet Smythson is evolving to serve the modern-day customer, ensuring its legacy continues. Goidadin tells us about the Autumn/Winter collection right in time for Christmas gifting.

Christmas with Smythson, from classic games to Christmas cards

I love the holiday period because it combines a dollop of self-indulgence with a good dose of thoughtful generosity. It’s also a great time to bring people together. My first memories of Christmas are around games. Nothing brings all generations of a family together like playing (and cheating) at backgammon. With its leather marquetry board and its wash of Smythson Blue, our backgammon set will give any Christmas gathering that extra dash… accessorized with mulled wine and mince pies, of course.

Since the late Victorian age, during which the foundations of Christmas as we know it were established, Smythson cards have been a staple of the stylish mantlepiece. Each card is exquisitely hand-engraved by our talented artisans at our workshops outside of London. Conveying sentiments through carefully chosen words made a collaboration with the National Literacy Trust a perfect fit. For every Smythson Christmas card sold, a donation of 5% of sales will be made to the National Literacy Trust, a charity dedicated to transforming lives through literacy. Working to make literacy inclusive to all, they give children, and young people access to the skills they need to thrive in education, employment, and life. We are very proud to be supporting such a fantastic organization.

The Envelope Story

Given Smythson’s pedigree in stationery, it’s no surprise that early-20-century archive leather goods featured the envelope flap detail. Inspiring us to reinterpret this signature shape on our Envelope writing folios, new to A/W ‘22, the sleek silhouette is enriched by elegant stitching and delicately cushioned edging. With its distinctly slim design, available in both small and large sizes, our new Envelope folio acts as a practical yet stylish solution to keep your laptop, or those important documents, safely stowed. We really admire the detail, so much so that you’ll find it on our crossbody bags and wallets, too.

Introducing our very first children’s diary, My First Smythson

I remember being given a diary for my ninth birthday (which I still believe to be the best age ever) and feeling that I had somehow come of age. Not an adult, of course, but no longer a ‘little one’; I had been trusted with something precious and useful.

Taking inspiration from research by the National Literacy Trust, which found that children who keep a daily journal felt happier and more creative, we designed a colorful and thought-provoking diary aimed at 8–11-year-olds. The bright tangerine journal introduces children to the idea of articulating their thoughts and ideas and triggering their imagination with playful illustrations, maps and multicolored bookmarks. Accompanying this, we also designed our first children’s stationery range with joyful motifs and scalloped borders. There are hours of fun to be had, so nudge aside plastic toys and video games, and make space for My First Smythson!

Our A/W ‘22 collection is awash with new sorbet shades

We love to play with color here at Smythson. A/W ‘22 is awash with fresh colorways, with an array of sorbet shades that complement our flashes of signature Lapis and Nile Blue hues beautifully. The vibrancy of the Memphis art movement inspired our new shades of Aquamarine and Rose, with an energy and vibrancy that can cut through even the most recalcitrant winter blues. Realized across our bags through to our paper collection, they’ll be sure to add moments of joy to your days.

2023 diaries, ‘For Days Less Everyday’

At Smythson, we delight in the fact that each of our diaries is made unique by the person that owns it — smudges, scribbles, and all. We enjoy seeing our diary holders share pictures of their shelves heaving with Smythson diaries from previous years. They catalog the rich and diverse lives of the individual, so authentically, it’s no wonder many keep them as tokens to look back on in years to come. For me, not only are the diaries beautifully made items but writing my daily jottings and to-dos on Smythson’s signature blue paper is, frankly, the only way I remember anything at all.

Pursuing a new creative direction for our 2023 diary collection launch, we worked with creative agency, Otherway on a video campaign titled ‘For Days Less Everyday’, which illustrates the effortless detail of a Smythson diary. Take a look, and keep your eyes peeled for our upcoming new arrivals, campaigns, and more, via our social channels or newsletter.

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