Cycling meets fashion in this deftly filmed online spot for British designer Paul Smith, who has just launched a collection, Paul Smith 531, aimed at fashion-conscious cyclists. Following the London 2012 Olympics and Bradley Wiggins' Tour de France win, cycling has taken off in big way in Britain (it's known as "The Wiggo Effect"), but the apparel is rarely associated with style. Smith, reportedly a keen cyclist himself, aims to change that.

In the spot, we see a group of professional U.K. cyclists in three different scenarios. As we go from velodrome to country lane to the open road, the group is whittled down to five, then three, then just one lone cyclist: David Millar (2014 Tour de France competitor), helmet-less on the gorgeous salt flats of Southern Spain. The spot was created in-house and directed by Oliver Hadlee Pearch (who also helmed this recent Paul Smith spot).