PALOMA WOOL CASE STUDY

Client: Paloma Wool (palomawool.com)

Project: Speculative Copy & Content Overhaul

Role: Concept, Copywriting, Editorial Strategy

Client Type: Fashion Brand / Visual Identity-led

Author: Marta Zwolińska

This is a speculative brand voice refinement, adapted in-brand.

This work is purely speculative — the brand did not commission this project.

01. PROJECT OVERVIEW

Paloma Wool is a Barcelona-based art and fashion project that explores the intersection of dressing and creative expression. With a strong visual identity and cult social following, the brand communicates well through imagery but underutilises the potential of narrative language.

Goal: strengthen Paloma Wool’s brand voice by rewriting key sections of their website, aligning the copy with their aesthetic presence, and elevating storytelling across platforms — including campaign content and marketing touch-points.

02. DIAGNOSIS

Paloma Wool’s current brand strengths:

  • Clear visual aesthetic and color language

  • Artistically driven identity

  • Established Instagram presence with high engagement

  • Loyal, global community

What’s missing:

  • Website copy lacks depth, poetic tension, and emotional architecture

  • Disjointed tone between web and social platforms

  • Lack of persuasive or immersive storytelling

  • No clear emotional narrative tying product to person

03. REWRITTEN COPY

Section Us – original

Paloma Wool is my name and the name of this project, which is about getting dressed and the space and ideas that are created around the act of getting dressed.

Section Us – rewritten

Paloma Wool is a project and an ongoing exploration. It’s rooted in the act of getting dressed, and undressed. The in-between moments. The quiet architecture of daily life.

—

Section Makers – original

Since the beginning of the project in 2014, we have mainly worked with local suppliers. This has been a priority for us and has shaped the project over the years. We have built a very close relationship with our suppliers, growing together and learning from each other season after season. The physical proximity allows us to know those who make our garments closely, as we regularly visit all the workshops involved in our productions.

Section Makers – rewritten

Since 2014, our garments have grown close to home. Each piece shaped by the hands of local makers, season after season. Proximity lets us learn from each other, and stay close to what matters.

—

Section World Tour – original

We are recreating spaces in different cities to display our collections and artist collaborations, where visitors can try on our pieces, shop, and receive direct attention from our team.

Section World Tour – rewritten

Temporary homes for our collections. Soft rooms in shifting cities. Places to try on, to linger, to connect. From Barcelona outward.

04. WHY THIS WORKS

  • Preserves their poetic minimalism while offering clarity

  • Embraces lowercase voice and rhythm reflective of their visual identity

  • Enhances emotional connection with the reader

  • Bridges their Instagram world with their site experience

  • Turns passive info into brand intimacy

05. OPTIONAL TAG-LINES / CAMPAIGN CONCEPTS

  • Getting dressed is just the beginning.

  • From form to feeling, and everything in between.

  • Clothes for the space between moments.

  • A project in softness.

  • Your body, your outfit, your day.

06. CREATIVE EXTENSIONS / SOCIAL MEDIA CAMPAIGN

  • Instagram caption:

Sometimes, clothing is just the beginning. New collection, made with quiet intention. For movement, stillness, and everything in between.

Shop now

  • Pinterest pin:

A study in color, texture, and soft forms. Clean lines. Pieces become You.

Shop the drop

  • TikTok video ad script:

Scene I: slow morning

Get dressed like you mean it.

Scene II: layering pieces, getting dressed

Paloma Wool – made to move with you. To feel with you.

Scene III: walking into sun-dappled balcony, looking soft and energised, hopeful

Getting dressed is just the beginning.

CTA overlay:

Shop the new collection

07. EMAIL NEWSLETTER

Subject line: The new collection is here

Header: For where you are, and where you’re going

Body:

Soft structure, thoughtful texture. Made for real days and unreal feelings. Each piece from the new collection is shaped with care, designed to witness your every moment. See what we’ve made.

CTA:

Explore the collection