Paloma Wool Is Escaping the Endless Scroll

Paloma Lanna was her own first shop girl. The Spanish born, Spain- and Portugal-made Paloma Wool launched online just over a decade ago and started doing pop-ups in 2019. Lanna has always worked the shop floors and the fitting rooms, fetching sizes and offering recommendations to shoppers keen to touch and try on the brand that lives on their IG feeds and Pinterest boards, and on celebrities from Rosalia to Hailey Bieber, Kendall Jenner to Lily Rose-Depp.

Pop-ups have been a good testing ground to see how people shop and interact with Paloma Wool IRL. “I’ve always been fascinated to see how a London girl and a Seoul girl approach us so differently,” Lanna says. When the brand’s first pop-up took place in New York, they were “unexpectedly” queued down the block. “It was a real moment of discovering people that were really following the brand. And a big learning lesson.” In every city since—Los Angeles, Milan, Copenhagen, Berlin, and more—they’ve dealt with huge lines and sell outs. DTC remains a core tenet, but IRL shopping is both more lucrative and connective to the Paloma Wool patron. “I never wanted things to feel like a ‘store,’ but a project to experiment with. Then the pop-ups were getting bigger and longer, and we want to be everywhere,” she says.

That thinking bolsters Paloma Wool’s Barcelona flagship, their biggest brick-and-mortar store and permanent home on Avinguda Diagonal. The opening on October 9 follows the brand’s spring 2026 show in Paris, their eighth runway collection.

Paloma Wool spring summer 2026.Photo: Paloma Wool

Paloma Wool spring summer 2026.Photo: Paloma Wool

Transcending the FYP has been a focus; Paloma Wool burst out in the golden age of the “Instagram brand,” beginning with a boldly printed and colorful 15-piece collection dropped online in 2014. Think swirling prints and corduroy purple suits, not so much the artfully minimal, earth-toned pieces seen today. In the years since, the aesthetic has shifted into more muted color palettes, fine knits, and subversive layers—bubble skirts, skants, and studded accessories. “For a long time, I’d been used to preparing collections for the internet, for Instagram and e-commerce,” she says. “Preparing a permanent store is a new challenge, combining colors and textures that look nice with our clothes. It’s a big adventure for the bigger image.” Menswear launched in spring 2024, and will continue to expand. “We’re still working out who the male customer is—not many men’s brands are at our price point with our design proposition,” says Lanna. “But it’s going well, and we plan to grow it naturally.”

At 800 square meters, the Barcelona space includes a studio for photoshoots, and, further down the line, a gallery space and fashion-focused bookstore. The Barcelona flagship has been designed by the architectural studio p0; with its arcade-inspired concept, visitors enter through a corridor that extends from the street to create two distinct environments within the space, making their own ‘street’ within the store. Thought was even put into the ‘street’ benches for weary boyfriends of shoppers to sit. “The boyfriends have been important for our journey too!” says Lanna, who often found herself entertaining partners and shopping buddies at pop-ups, loitering around the fitting rooms. “We want them to feel welcome.”