Paloma Wool's New L Postcode - 'A House in Liverpool'

Image: Paloma Wool Winter 2026 Campaign @palomawool

Late last week, Barcelona-based fashion brand Paloma Wool dropped a selection of pieces

from their Winter 2026 collection. Showcased in none other than a random house in

Liverpool.

Image: Paloma Wool Winter 2026 Campaign @palomawool

First presented at Paris Fashion Week earlier this March, Paloma’s collection features

knitwear, sheer layering, suiting fabrics, and panelling that evoke the feel of an inherited

wardrobe. The tones are mostly muted, referencing Paloma’s own sense of professionalism in

the industry; yet, where vibrancy occurs, it influences. Infiltrations of cobalt blue and fuchsia

represent Paloma’s mischievous inhibition, the one that grants us access to such fascinating

pieces each season.

Despite the blatant artistry in the production of these garments, Paloma Wool started in 2014

as a project about getting dressed and the space and ideas that are created around the act. Its

promotional photoshoots often showcase domestic settings similar to those we grew up in and

have been praised for their balance of aspiration and reality. This allows the audience to focus

on how the pieces infiltrate the spaces, removing Paloma as a brand focused on profit and

more so focused on intentionality and place.

Image: Paloma Wool Winter 2026 Campaign @palomawool

In the UK, Northern cities such as Liverpool, Sheffield, Manchester, and Newcastle are often

symbolised as places of decline, dereliction and degradation, undermining their appeal to

investors (Boland, P., 2008).

So, I beg the question.

What does a house in Liverpool add as a space for fashion? And what does this space invite

in?

Images: Paloma Wool Winter 2026 Campaign @palomawool

Liverpool is a culturally rich city, not only for its music and football but for its fashion. As

stated by the British Culture Archive, Liverpool curated a true grassroots style decided not by

mood boards and meetings but by the kids themselves. Clothing became recontextualised

from its original purpose and transformed into a cultural identity. For photographers like Rob

Bremner, his work not only demonstrates the evolution of Scouse style but also the spaces in

which it evolved. Trailing the streets of Merseyside to capture moments of fashion in reality,

under a world of brick dust, bus stops and flat-roof pubs. His photography subverted ideas of

who was popularising fashion.

Images: Paloma Wool Winter 2026 Campaign @palomawool

Paloma Wool uses the Liverpool space similarly; the location of this photoshoot subverts

expectations of fashion in the UK existing primarily in the capital. Creating conversations

regarding where fashion exists and what spaces they derive from;

The setting of such may appear trivial to some; however, it is not very often that Liverpool is

reminded of its relevance and contribution to fashion and the arts. It is important to note that

the media are ‘not separate from society’: rather, ‘‘social reality is experienced through

language, communication and imagery’’ (P.355, 2008).

So for Paloma to take a setting emblematic of a typical Liverpudlian house in the 60s and 70s

and transform it into a hub for promoting one of the most up-and-coming brands in the past

six years is important.

When trying to conjure up some theories of why, I considered whether the older-fashioned

vintage aesthetic, in comparison to modern-day interiors, may help to take focus off of

modernity. The modernity of trends, the modernity of algorithms.

When we are faced with settings unlike what other brands are offering, may this allow the

buyer to really focus on the pieces and what they offer. A time capsule of textures, colours,

silhouettes.

Image: Paloma Wool Winter 2026 Campaign @palomawool

Regardless of whether a house in Liverpool was chosen with the intention of appreciation or commodification of working-class culture, the one that drove the mod style to a position of fashion credibility, to present this level of fashion in the space that it is likely to have been popularised from, is an important reminder of what Liverpool as a city has brought to the fashion industry.

Written by Molly Morrison