Spanish brand Paloma Wools became an Instagram sensation when she first posted first item released under the umbrella of her fashion-brand-cum-art-project,
Paloma Wool, was a sweatshirt. Numbered by hand, and part of a limited edition of 50, the sweater featured in a photograph Paloma had taken on her travels in New Zealand, of a bush with pink flowers, using her old Yashica.
She shot the sweater on a pretty friend and published the photo on Instagram. People began sharing it, then they started buying it. Just in a day, her website was flooded with visits from 69 different countries. “It taught me that content is so important,” the 28-year-old Spanish designer said,. “At the end, they were only sweatshirts, but the photos were so different to what other brands were doing that people connected to them.”
By Femi Ajiyon