Brand stories

Paul&Shark’s newly revamped marketing image stems from the brand’s strong desire to reappropriate its style codes and values.

With photographer Giampaolo Sgura’s creative eye and style expert Anna Dello Russo’s helping hand, a brand-new, life-affirming advertising campaign – in which the SS 2023 collections are given free rein yet instantly evoke emotions – comes together in front of our eyes.

The concept begins with the idea of a father and son’s journey and the uniqueness of that time spent together.

The models – who not only portray these characters but also personify them with their authentic gestures and gazes – are internationally renowned Dutch model Mark Vanderloo, and his son, Mark Jr, an up-and-coming catwalk star.

The two professionals share the spotlight with the deeply embedded life and soul of the brand: the sea.

Everything is spontaneous, authentic and immediate: the models running on the beach or their pure and innate bond that can be glimpsed in even the smallest details, such as wearing the same jumper.


Affection, courage, fun and a yearn for adventure also shine through.

In this generation-focused narrative, the iconic Paul&Shark garments seem as one with the backdrop: the peacoat, wool beanie, water-repellent jumper and Re-Sail windbreaker; the latter of which epitomises how sustainability goes hand in hand with the brand’s DNA.

The Paul&Shark Spring/Summer 2023 adv campaign presents the new communication concept: a modern style vision, respect for the planet, a contemporary lifestyle approach and a love for the essential beauty of outdoor life.