Inside Paloma’s world

Paloma Wool garments are produced locally, at family-owned factories predominantly in Spain, but in Italy and Portugal too. In addition to selling DTC, the brand works with key retailers such as Ssense, Nordstrom and Voo Store, but places limits on wholesale orders to avoid saturating suppliers. “We try to do controlled production of our pieces,” she says. “The world doesn’t need more clothes, so I have to be super proud of what I’m doing… I really want to make timeless pieces.”

For Spring/Summer 2023, Paloma Wool took its runway show to Paris Fashion Week, and its buzzy immersive performances have cemented the brand as one to watch. After models walked through an open storefront, they submerged themselves in a pool. For AW24, Guerrero staged a beautiful petanque game. “It was a full experience — people got really emotional,” says Pol Conill, a photographer on the creative team.

“I don’t want to follow strict rules of, ‘OK, a fashion show has to be like this because it’s Paris’… It’s Paloma Wool. We have to do our own thing and we will find a space and the people who understand it and appreciate it,” Lanna says.

That applies to Paloma Wool’s store strategy as well. The pop-ups are laying the groundwork for the brand’s first permanent space in Barcelona, due to open later this year. And like other parts of her business, Lanna wants to do things her way, with the hope to create a place for customers to come in, read and hang out.

“There will always be the clothes,” Conill adds. “But there’s a thirst for being more than that.”

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