The new collaboration between Mini, British designer Paul Smith and creative agency Jung von Matt places design at the centre of a brand story that spans fashion and motoring. The campaign invites audiences to experience Paul Smith’s signature aesthetic applied to Mini’s compact, heritage-rich identity.
A meeting of creative minds
Mini brings an iconic silhouette and long history of playful British design. Paul Smith contributes a wardrobe of bold colours, refined tailoring and trademark stripes. Jung von Matt acts as the connective tissue, translating both brands into a unified visual language and campaign strategy.
Campaign vision: entering Paul Smith’s world
The campaign appears to fold Paul Smith’s vibrant patterns and attention to detail into Mini’s compact canvas. Expect expressive colour treatments, interior materials with tailored finishes and wardrobe-led photography that frames the car as an accessory rather than a commodity. The idea is to make the vehicle feel personal and design-forward.
Jung von Matt’s strategic craft
The agency’s role is to shape narrative, imagery and channel mix. From concept to rollout, Jung von Matt likely focuses on hero visuals, short films, social-first content and experiential moments that allow audiences to interact with the bespoke design. Their execution will aim to keep the story coherent across owned channels and retail touchpoints.
The impact of design collaboration
Collaborations like this expand audience reach for both fashion and automotive brands. For Mini, the tie-up refreshes perception and adds cultural credibility. For Paul Smith, it offers a new context for his design language. Together they create talkable moments, limited-edition desirability and merchandising opportunities.
Future of style and motoring
This campaign signals a continuing trend: consumers respond to personality and craft as much as performance. When design-led thinking steers storytelling, the result can be memorable brand experiences that bridge categories and invite new kinds of loyalty.
