Paloma Wool Is Escaping the Endless Scroll

Paloma Lanna started her journey as her brand’s first shop assistant. Originally from Spain, her label Paloma Wool debuted online over ten years ago, with pop-up shops emerging in 2019. Lanna has consistently engaged with customers on the shop floor and in fitting rooms, helping shoppers find the right sizes and make informed choices—all while showcasing a brand that has captured the attention of fans on social media and celebrities such as Rosalía, Hailey Bieber, Kendall Jenner, and Lily Rose-Depp.

Pop-ups have allowed the brand to understand how customers interact with Paloma Wool in person. “I’ve always been intrigued by how differently a girl from London and one from Seoul engage with us,” Lanna explains. The brand’s initial pop-up in New York saw unexpected lines stretching down the block. “It was a significant moment that revealed genuine followers of the brand and provided invaluable insights.” Since then, similar scenarios have unfolded in cities like Los Angeles, Milan, Copenhagen, Berlin, and beyond, often leading to long queues and sold-out merchandise. While direct-to-consumer sales remain fundamental, in-person shopping has proven to be both more profitable and meaningful for Paloma Wool enthusiasts. “I didn’t want things to feel like a traditional store, but rather a project to explore. However, as the pop-ups grew in size and duration, our ambition expanded too,” she notes.

This philosophy underpins the new Barcelona flagship, Paloma Wool’s largest permanent retail location situated on Avinguda Diagonal. The grand opening on October 9 follows the debut of their spring 2026 show in Paris, marking their eighth runway collection.

Breaking through the clutter of social media has been crucial; Paloma Wool emerged during the peak of the “Instagram brand” movement, launching a vibrant and colorful 15-piece collection online in 2014. The original designs were characterized by bold prints and purple corduroy suits, a stark contrast to the more muted, earthy tones prevalent in their current offerings. Over the years, the brand’s aesthetic has evolved into subtler palettes, sophisticated knits, and experimental layering with bubble skirts, skants, and embellished accessories. “For a long time, I focused on creating collections tailored for online platforms, specifically Instagram and e-commerce,” she notes. “Designing for a physical store presents a new set of challenges—harmonizing colors and fabrics that complement our styles. It’s a significant venture for expanding the brand’s identity.” The introduction of menswear in spring 2024 is set to expand, as they are still identifying their male customer base. “Few men’s brands match our pricing and design approach,” Lanna points out, “but we’re optimistic and plan to nurture its growth organically.”

Spanning 800 square meters, the Barcelona flagship encompasses a photoshoot studio, along with plans for a gallery and a fashion-centric bookstore in the future. The store, designed by the p0 architecture studio, features an arcade-like structure that guides visitors through a corridor from the street, creating two distinct atmospheres within the space—essentially crafting their own ‘street’ within the retail environment. Even the seating area is thoughtfully designed for the often-overlooked boyfriends accompanying shoppers to enjoy some respite. “Our male companions have played a significant role in our journey too!” Lanna reflects, recalling her experiences entertaining partners and friends at pop-ups waiting near the fitting rooms. “We aim to make them feel included.”