From a shared sense of community to childhood memories, Paolina Russo and Lucile Guilmard, founders of the fashion label Paolina Russo, explore the experience of finding your own way and your people in their AW26 campaign.
Growing up in a Canadian suburb and a small French village, Paolina Russo and Lucile Guilmard found inspiration in everyday activities, from video games and local sports to arts and crafts. Since founding their London-based label in 2021, these experiences have shaped a creative universe where nostalgia meets futurism and clothing becomes a way of connecting people through memories.
‘Wayfound’, their AW26 campaign, continues this narrative with a simple proposition: a uniform for belonging and for finding your way. School trips, family adventures and collected souvenirs evoke discovery, friendship and growing independence in images by Paola Gagliardi and Freyja McDonald.
Pleated skirts, rugby stripes, collegiate crests and decorative badges reinterpret school uniforms, while colourful knitwear and playful textures combine traditional craftsmanship with textile innovation. Together, these elements express clothing as a shared language that celebrates individuality and brings people together. Finding your own way can also mean finding your people.
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