Paloma Wool SS24 Explores the Beauty of Ageing
As the Spanish label celebrates its 10th birthday.
Paloma Wool just presented its Spring/Summer 2024 collection at Paris Fashion Week, as the Spanish-based label gears up to celebrate its 10th birthday. As a result, designer Paloma Lanna teamed up with long-term collaborator and friend, Carlota Guerrero for a showcase that explores the beauty of ageing and our hypothetical future.
Blending the traditional runway with performance art and digital elements, the showcase presented Paloma Wool’s newest fabrics, textures and color palettes while encouraging us to embrace the art of evolution.
Speaking about the digital elements, Guerrero tells Hypebae, “As Paloma Wool turns 10, this action serves as a symbolic representation of the brand coming of age, embracing what the passing of time brings and questioning ageism norms. An installation that links the presence of the models with portraits of their hypothetical future.”
Elsewhere, the collection showcased a new metallic color palette alongside sultry sheer designs and voluminous balloon dresses. “I was looking to find a balance between elegant and striking pieces with casual ones, and it’s a balance I’ve been searching for for a long time because it’s the way I like to dress. I hate feeling over-styled,” Lanna tells us.
As a result, SS24 merges metallic knits with raw silks, jewelry belts with shirts and sophisticated silhouettes with feminine details. Hand-made embroideries arrive courtesy of the brand’s local suppliers in Barcelona, a testament to its sustainable design heritage. Specific buttons within the collection pay tribute to Lanna’s mother, who had her own label for many years.
Speaking about the significance of showing in Paris, Lanna explains, “It’s a dream to be here and I feel like our style fits really well here. The chicness, the colors, the light of this city is like the color you can see in our collections.”
Where fashion week is concerned, it’s clear that Paris will always be Paloma Wool’s second home. As for the future, Lanna tells us there’s plans to open the brand’s very first pop-up in Seoul, with its first physical store also set to open in Barcelona next year.
In other PFW news, Balenciaga SS24 might just be Demna’s most personal collection yet.