Paloma Wool

Q. Describe Paloma Wool in three words.

A. Friendship, community, freedom. —Paloma Lanna, founder of Paloma Wool (FRÄULEIN magazine, 2023)

Beauty trends come and go, faster than we like to admit. One minute, it’s all about skintight jeans; the next, everyone’s embracing low-rise everything like it’s 2003 again. Nothing lasts forever, and Paloma Wool seems to be totally okay with that. In fact, they thrive on it. The brand pulls us in with a completely different take on beauty, one that flips the script on what’s considered “conventional” and turns it into something new, and kind of irresistible.

 

FW20 ⓒpalomawool.com

 

A letter from Barcelona

Paloma Lanna, founder and creative director of Paloma Wool, puts it simply: the brand is purely made up of her own taste. That’s it. There’s something disarmingly bold about that, not second-guessing yourself, building something entirely around what you love, and still managing to connect with so many people.

 

Collection No.2 ⓒmissmoss.co.za

   

Paloma Wool brings together the laid-back energy of Spain and one person’s very particular eye for beauty, and somehow it works in every direction. Their silhouettes, color choices, and mix of playful, wearable pieces all blend into a style that doesn’t feel forced or overly curated. Even their most experimental looks feel like they belong. If you lean toward subtle cool over try-hard fashion, you’re probably already halfway in love with Paloma Wool.

 

ⓒpalomawool.com, @palomawool instagram

  

Fashion Was Always the Plan

"Fashion and I were destined," That’s how Paloma Lanna describes her path into the industry. For some, calling something destiny might sound like a cliché. But in her case, her background reads like a fashion legacy. Her parents, grandparents, and even her uncles all worked in the industry. From early on, she was surrounded by the fabric of fashion. When she first started Paloma Wool, she was also still running the marketing side of her parents’ brand, Nice Things, learning the ropes and picking up real-world experience while building something of her own.

But her original dream? Wallpaper installer. Yep. She was drawn to the idea of filling a room with beautiful color. Honestly, it tracks. (Friends of Friends, August 2014)

 

Director of Paloma Wool, Paloma Lanna ⓒsleek-mag.com

  

As for how she creates: no strict routines, no rules. Lanna works on instinct. Whatever pops into her head that day, she runs with it. Her Instagram (@walomapool) is practically a living sketchbook, behind-the-scenes snapshots, daily outfits, art that inspires her. It’s the closest you’ll get to seeing how her mind works, and it’s pure gold if you’re trying to understand Paloma Wool from the inside out.

 

Paloma Lanna's instagram @walomapool

  

Art, by the way, is everything to this brand. It’s why Paloma calls it more of a community than a brand. Each year, they team up with artists across different painters, photographers, sculptors and more to create something new. Their “world tour” pop-ups have shown up in cities all over the globe. It’s not just about selling clothes; they turn their spaces into mini exhibitions, mixing fashion with art and energy. Seoul got two visits in a row in 2023 and 2024, and each time felt like a full-on event.

 

collab with Spanish artist Zaida Sabatés

FW24 X Seoul ⓒpalomawool.com

   

Style That Doesn’t Expire

Paloma Wool’s first collection dropped in 2014. It wasn’t some dramatic debut, just a few sweatshirts printed with Paloma’s own photography. She’s always loved taking pictures, so this first “collection” was more like a personal side project.

 

Paloma Wool, Collection No.1 ⓒmissmoss.co.za

   

Fast forward ten years, and a lot has happened. In 2022, they made their runway debut at Barcelona Fashion Week, officially putting the brand on the map.

 

FW22 ⓒpalomawool.com

   

The look? Think fresh, nature-inspired colors, details you haven’t seen before, and silhouettes that don’t chase trends but quietly do their own thing. The focus is always on comfort and movement. Paloma Wool pieces hug the body’s curves without making a big deal out of it, and the fabrics feel easy to wear. It’s not anti-fashion, it’s fashion that isn’t trying too hard.

 

SS23 ⓒpalomawool.com

  

Their FW24 runway was packed with sportswear references, like softly layered rugby shirts and uniforms you’d actually want to live in. Gender? Doesn’t matter. The pieces work on everyone.

 

FW24 ⓒpalomawool.com

  

The SS25 collection is already looking like a highlight. Long beachy dresses and bikini tops styled in cheeky new ways channel that easygoing Spanish vibe. One standout: mesh pants with unexpected cut-outs. Sexy, but in a way that doesn’t scream for attention. More like a wink.

 

SS25 ⓒpalomawool.com

This spring season, jewelry brand SANTANGELO joined the collaboration ⓒPaloma Wool Instagram @palomawool

    

Then came FW25. This time, they leaned into something a little bolder. Still feminine, but with more edge. Think heavy black, weighty textures, leather and knit and nylon. Tough, but still entirely Paloma.

 

FW25 ⓒPaloma Wool instagram @palomawool, ⓒpalomawool.com

    

Can Fashion Be Kind?

Here’s the big question. After all the runway shows, the collaborations, and the tours, what kind of fashion is Paloma Wool really trying to create?

Picture this: Los Angeles, 2024. One of their pop-ups draws a crowd, all gathered around a shop window. Inside? Japanese model Kiko Mizuhara, peacefully asleep on a bed, dressed simply. It’s an intensely personal scene, and people can’t stop watching. They take pictures. They stare. The whole thing feels a little too familiar.

 

ⓒPaloma Wool instagram @palomawool

   

The installation was conceived by artist Carlota Guerrero, who’s spent years exploring women’s inner lives. Here, she turns a private moment into a public one, asking how women learn to see themselves under constant observation. It’s an eerie, intimate mirror. You’ve probably felt it before, even if you didn’t realize it at the time.

 

FW24 Paloma Wool, Kiko Mizuhara. ⓒthecoolhour.com

 

“Clothes are tools. They tell us who we are.”

(Friends of Friends, 2014)

That’s a quote from Paloma herself, and it sticks. Paloma Wool doesn’t want fashion to be hollow or vain, or something that exists only on the surface. They want it to be useful, a way of living more fully as yourself. Something that helps you show up in the world, without getting in your way.

It’s about coexisting without harm. A fashion that makes space, not noise. And maybe that’s the future they’re dreaming of? One that looks good, feels good, and leaves you completely free to be who you are.