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 o

See Full Page