UKFT member John Smedley introduces The Original Muse, its Autumn/Winter 2026 campaign inspired by the natural world and the enduring relationship that has shaped the brand’s approach to fibres, design and craftsmanship for over 240 years.
To celebrate the launch, John Smedley hosted an intimate cocktail at Mayfair’s Farm Shop on Tuesday 15th September inviting a guestlist of their community including collaborators, industry and creative names, and friends of the brand. Guests included musicians Reuben James and Wilfred Cisse, actor Lara Peake, Dennis Okwera, Danny Lomas, Reuben Larkin, Kit Clarke, Brett Staniland, Scott Staniland and more.
The campaign features poets Kit Clarke and Robert Montgomery, leaving behind the noise of everyday life to reconnect with the original source of creative inspiration. Across five films; Returning to the Land, The Human Difference, Rooted in Simplicity, The Sublime and In Natural Harmony; both poetry and knitwear find common ground. Shaped by artistry, human touch and a devotion to craft, each beginning with an idea and refined through the hands of its maker.
For John Smedley, nature is the starting point. Its fibres provide the foundation for each piece, while its colours, textures and landscapes continue to inspire the collections. This connection is reflected in a slower, considered approach to craftsmanship, creating knitwear designed to endure.
“Being in nature, sharing wisdom and stories, with a friend and with all the nature that surrounded us, reminded me that the most beautiful things are often the quiet, consistent ones. With the wisdom and courage to remain in complex simplicity.” Kit Clarke, Actor.
“I’ve loved John Smedley since I was a teenager, as I’ve always been a bit of a mod, and you know that for us mods Smedley was always a cult thing, it seemed to represent European 1960s cool, like the clothes from a Godard film. But now I also understand the deeper history of the company, the heritage and longer tradition of craftsmanship. When I visited the Smedley mill near Matlock I felt it is something very close to William Morris’s ideal vision of arts and crafts production. It’s a community of real craftspeople who make the garments the same way they have been made for centuries, with skills that have been passed down through generations on the banks of the river that originally powered the mill. It really is human creativity and nature in harmony, and I think that background is wrapped up in the story of this new campaign, and in Natasja’s film you can feel the touch of the cotton and the wind and the sun and the water.” Robert Montgomery, Artist & Poet.
The campaign features some of the brand’s most timeless styles including the Bobby Extra Fine Merino Wool Jumper, the Finchley Sea Island Cotton Polo Shirt, the Richards Extra Fine Merino Wool Roll Neck and the Marcus Extra Fine Merino Wool Jumper. Earthy tones, chalky blues and aged gold hues are seen across new silhouettes such as the Hodson Extra Fine Merino Wool Polo Shirt, the Albie Extra Fine Merino Wool Jacket and the Inghram Cashmere and Merino Wool Jumper.
The collection is available to shop at the brand’s two London boutiques and online at the brand’s website Johnsmedley.com.
