John Smedley has launched The Original Muse, its Autumn/Winter 2026 campaign inspired by nature and the connection between natural fibres, design and craftsmanship. The Original Muse campaign features actor and poet Kit Clarke and artist and poet Robert Montgomery. The campaign explores nature as a source of creative ideas and inspiration.

For John Smedley, nature provides both the raw materials and the starting point for its knitwear designs. Natural fibres are central to its products, while colours, textures and landscapes influence its collections. The company said this connection can also be seen in its careful manufacturing process and its focus on making knitwear designed to last.

The campaign features several established John Smedley styles, including the Bobby extra fine merino wool jumper, Finchley Sea Island cotton polo shirt, Richards extra fine merino wool roll neck and Marcus extra fine merino wool jumper.

The collection also introduces new styles, including the Hodson extra fine merino wool polo shirt, Albie extra fine merino wool jacket and Inghram cashmere and merino wool jumper. The Autumn/Winter colour palette combines earthy shades with soft blues and aged gold tones.