Back to today’s briefing

Story perspectives

Paloma Wool Shifts to Understated Luxury Amid Fashion Changes

12/20/2025

37 3

Summary

Story summary

Paloma Wool was founded by Paloma Lanna in Barcelona in 2014 and gained attention for printed clothing worn by celebrities.
During the Covid pandemic, Lanna felt disconnected from the brand's avant-basic aesthetic, defined by bold patterns.
As consumer preferences shifted toward understated luxury, Paloma Wool repositioned into a mid-tier market.
Lanna emphasized creating pieces she personally wanted to wear, reflecting broader fashion changes.

1 of 1

Story summary

Paloma Wool was founded by Paloma Lanna in Barcelona in 2014 and gained attention for printed clothing worn by celebrities.
During the Covid pandemic, Lanna felt disconnected from the brand's avant-basic aesthetic, defined by bold patterns.
As consumer preferences shifted toward understated luxury, Paloma Wool repositioned into a mid-tier market.
Lanna emphasized creating pieces she personally wanted to wear, reflecting broader fashion changes.