Paloma Wool continues to expand internationally with pop-up in Paris

By

Triana Alonso

Translated by
Roberta HERRERA

Published
Oct 26, 2022

After having presented its last fashion show at Paris Fashion Week for the first time ever, the Barcelona-based firm Paloma Wool is continuing to bet on physical retail by launching a pop-up shop in the French capital in which it will present its Fall/Winter 2023 collection. Located at 43 rue de Montmorency in the city’s third arrondissement, the ephemeral space was open every day of the week until Sunday, October 30.

The launch of the new Parisian pop-up store served as a "space open to the local community." It follows the strategy with which Paloma Wool, born as a mainly digital concept and based on a business model consisting of launching minimalist collections that are not subject to sales or discounts, is progressively expanding into the physical retail channel through a less conventional format with the aim of making the brand’s collections more tangible to consumers, as opposed to being only seen on social media platforms; a channel that did catapult the brand to success among younger audiences. On Instagram alone, Paloma Wool's profile currently has more than 643K users following the brand's casual and laid-back aesthetic. 

Through this pop-up shop, Paloma Wool intends to bring the brand closer to its international customers through a personalised service provided by the brand's team of stylists and designers, assisting clients that wish to try on or purchase the garments. The pop-up concept has already allowed the brand to present and sell its collections in cities such as Los Angeles and New York.

The brand’s commitment to the French capital goes beyond physical retail, as the pop-up shop follows hot on the heels of Paloma Wool’s first fashion show held in Paris. The Spanish brand’s previous fashion show to this one was held in digital format as part of the latest edition of 080 Barcelona Fashion. However, the firm founded by Paloma Lanna will not be participating in the physical return of the fashion event in its city of origin, scheduled to be held from October 25-28, at the Recinte Modernista de Sant Pau.

Founded in 2014 by the daughter of the founders of Spanish brand Nice Things, Paloma Wool owes its name to its creator, which derives from a play on words of her last name translated into English. Lanna, a graduate of Esade where she studied business management, joined the family business for a year. But career path changed as the creative soon made the leap and launched her own brand, which is produced mainly between Spain and Portugal, with the aim of offering high quality fashion in an experimental way, outside of the traditional fashion calendar that compels brands to present two seasonal collections annually.

With an avant-garde aesthetic and inclusive approach, the Barcelona-based brand is committed to organising a series of subversive events and launching timeless capsule collections. It is also characterized by its strong ties to art and design, collaborating with artists such as Carlota Guerrero from Spain. The brand's garments, with prices ranging from 125 euros for a long-sleeved knitted top to 340 euros for an oversized coat, have already been seen on celebrities such as Dua Lipa and Rosalía.