How Two Designers Built A Celebrity-Favorite Fashion Brand With Zero Capital Raised
An LVMH Prize 2023 finalist, Paolina Russo is a London-based fashion brand founded by Paolina Russo and Lucile Guilmard. The knitwear brand is influenced by Russo’s suburban upbringing in Canada, and Guilmard’s French folklore references. In 2020, Russo struck a deal to sell her thesis collection of knitwear at the Montreal-based luxury retailer Ssense and inked a deal with Adidas to design a collection for Adidas Originals, as well as Olympic-themed pieces timed to the Tokyo Games. In November 2023, Russo partnered with digital fashion platform Sknups to translate three key looks of its fall 2023 collection for Roblox. This year, the pair landed a deal with Nordstrom, which will stock the brand’s pieces as of this month.
Celebrities like Rihanna, Kim Kardashian, Caroline Polachek, FKA Twigs, Kylie Jenner, and Phoebe Bridgers have been spotted wearing their designs, showcasing the significant impact Paolina Russo has had on luxury fashion trends. The brand’s unique approach to design and collaboration has not only elevated its status within the fashion industry but also revolutionized how luxury fashion brands operate.
The Power of Collaboration and Innovation
The partnership with Adidas was a significant milestone for Paolina Russo, blending the worlds of high fashion and sportswear in a way that was fresh and exciting. The collaboration highlighted the brand’s innovative approach to design, using knitwear in athletic apparel and bringing a new level of creativity to the Adidas Originals line.
Embracing the Digital Fashion World
Paolina Russo’s partnership with Sknups for Roblox further exemplifies the brand’s forward-thinking mentality, embracing the digital fashion world and expanding its reach to a younger, tech-savvy audience. This move not only broadened their market but also positioned Paolina Russo as a pioneer in the digital fashion space.
The success of Paolina Russo without any initial capital is a testament to the power of creativity, innovation, and strategic partnerships in the fashion industry. As they continue to expand their brand and influence, it’s clear that Paolina Russo and Lucile Guilmard are not just designing clothes; they’re shaping the future of fashion.
