Founder Paloma Lanna is the daughter of the creative minds behind Nice Things Paloma S. Based in Barcelona, she followed in her parents footsteps by launching her own brand Paloma Wool in 2014. The collection features art-inspired wearable fashion, mainly known for linen crop tops and female form stitched cotton shirts. Hugely popular on Instagram, the grainy, laidback photography is all taken by Lanna herself who is self-taught. The style is far-flung from the glossy warrior poses and hyper-saturated photos of high fashion. Her website does not even appear like an e-commerce site but rather an artist’s scrapbook.
Taking the idea beyond a typical ‘fashion brand,’ Lanna stresses that Paloma Wool is a multidisciplinary concept where she can explore ideas by collaborating with ceramicists, artists and photographers. As she puts it, Paloma Wool is “Not just about getting dressed but the act of getting dressed.” Along with “good weather, nature, the sea and Barcelona,” Lanna claims her greatest source of inspiration is women, proven by her all-female team, which is made up of her own friends.“Friendship and kindness” form the foundation of her work, she claims.
This summer, the Paloma Wool team embarked on a world tour, including their first pop-up in NYC. The makeshift shop design splayed colourful products on chains, ribbons and in the middle of the wooden floor, including plenty of block pastels and suede fraying atop white bed sheets. Another hung from the ceiling displaying handwritten messages in black scrawl and similar was seen on the exterior panels with a giant ‘HELLO.’ In London, Paloma Wool is currently only stocked at Libertys but watch this space.