Paloma Lanna has codified an exciting visual and ethical narrative that all generations have connected with. A creative project in which art, photography, fashion and freedom collide as a part of a contemporary experiment that draws on all these energies, and where people unite around the act of dressing.
Her zeitgeist concept, as a catalyst for messages and self-expression, merges with other artists to explore things together, sculpting simultaneously an eternal archive of jewelry, performances or craft objects that go beyond fashion.
The house of @palomawool, installed in Barcelona, is thus open to all, embracing fluid aesthetics so that all bodies can wear their genderless pieces. Its sustainable ethic is what precisely closes the circle, attracting and moving half the planet, making us live the fantasy, but in a conscious way.
VT: Let’s take a journey to the genesis of paloma wool. What was the motivation/message behind the project? Do you feel that your eco-futuristic and inclusive vision was ahead of the dynamics demanded on the fashion industry?
PW: I feel I can achieve anything I put my mind to ever since I started paloma wool and it’s all thanks to teamwork and friendship. Paloma Wool is made up of a team of friends that support and respect each other a lot. It is something I make special reference to because people helping each other, building and creating things together is an important message for me. I hope the project speaks to and inspires others to support each other, and create and express themselves freely with respect towards themselves as well as everyone and everything that surrounds them.
We don’t respond to established spring/summer or fall/winter collections, but rather choose to value-creating timeless pieces in limited capsule collections which in turn frees us from the industry. We mainly work with natural fabrics and produce everything we can locally. Spain used to have a very strong fashion industry and I believe in bringing that back. Getting to know our manufacturers personally is essential, as is following sustainable quantities and production procedures.
VT: Paloma wool is already understood as a universal language. What do you think has connected with the endless community that follows you?
PW: I’m very happy you perceive it that way, I never thought of the project as something to fill your wardrobe with, I believe in putting together and supporting a community that stands and cares for the same values. A community that is interested in artistic exploration, that cares about how and why things are made and that feel proud and comfortable in their own skin along with what they choose to wear. Values bring people together.
VT: You dilute various artistic disciplines through your platform, ranging from fashion and photography to performance and sculpture. In what way do you unify all of them in the same ethical and aesthetic identity?
PW: I enjoy studying ideas that revolve around the act of getting dressed by telling the story of each piece we design through different artistic disciplines. I love to personally photograph our work because it’s a way of completing a creative cycle I started, but I really enjoy collaborating with different artists around the world who are interested in representing and interpreting the project in their own way. Each collaboration has a special significance and place within my heart and the project, the most important and beautiful thing to me is being open to exploring things together. I think of paloma wool as a platform with no rules where we can play, break, build, create and discover things together.
VT: Tell us about the women who live in the paloma wool house, co-created by artists such as Carlota Guerrero and Tanna Latorre. What links you and how do you manage to materialize that creative synergy?
PW: Both Carlota and Tana are essentially my friends. Friends I admire who have pushed, supported, and shown me different things. I feel honored to experience how creative drive brings us together.
VT: The idea of community between artists and friends is an essential concept in your work. If you could collaborate with anyone in the art world, who would you collaborate with?
PW: Artistic exploration keeps this project evolving and I hope to nurture that always. I don’t organize the future of whom I would like to work with because I like seeing where the project takes us naturally. I’d love to keep working progressively with new artists in different disciplines around the world. The most important thing to me is that the project remains true to what it set out to be and that I’m never afraid or limited to create.
VT: You experiment in fashion through fabrics and innovation, placing sustainability at the heart of the “brand”. How does the creative process that weaves an eco-friendly collection of paloma wool unfold?
PW: One of the most important things is detaching the process from fashion industry timelines and boundaries. I believe in creating timeless pieces in limited capsules and focus on rethinking our business model constantly for it to be an example of a sustainable and ethical management project that proves it can detach itself from the fashion scene while supporting local production, limited manufacturing, and responsible consumerism.
VT: We can see that a huge part of your pieces are inspired by the aesthetics of the nineties and 2YK. Is there any nostalgic stimulus behind these designs, or is it simply a stylistic reinvention?
PW: It must be a little of both, It makes me really happy to fulfill the child and adolescent in me while creating around concepts that I admired when I was growing up, but I’m also constantly changing and experimenting with how I dress, and the project evolves with me so prepare for infinite changes and tributes to style and art.
VT: Your project is constantly expanding, both through initiatives such as the ‘world tour’ and through personalities such as Gaia Gerber or Bella Hadid who have helped to position it in the universal showcase. What are your next steps, and where would you like to reach out?
PW: I’m excited to share new artistic collaborations and continue the tour around the world to get to meet the community and share the project in person. Who knows what else the future holds but I’m excited just thinking about it.