Fashion designers Paolina Russo and Lucile Guilmard are creating a unique brand that combines traditional craftsmanship, augmented reality technology, and personal narratives to offer slow, intentional fashion focused on memory, community, and sustainability.
Designers Paolina Russo and Lucile Guilmard are gaining attention in the fashion world for their unique approach that blends craftsmanship, digital innovation, and personal storytelling. In a recent interview with Vanity Teen, the duo shared insights into the creative philosophy behind their eponymous brand, which centers on themes of memory, comfort, and community.
Both Russo and Guilmard grew up in quiet suburban towns where art, local sports, and video games shaped their early experiences. These influences continue to inform their design process, which prioritizes tactile and emotional connections over fleeting trends. Their brand’s aesthetic is built around a figure they call the “soft warrior” — a muse who navigates the world wrapped in garments that function as armor crafted for comfort, protection, and self-expression.
The designers’ studio environment is composed entirely of women, a setup that reflects their commitment to design driven by shared bodily experience and honest feedback. “We all try things on, we all give input. It’s an ongoing dialogue. That’s how the silhouette takes shape,” they shared.
Each season, Paolina Russo selects a traditional craft to explore, ranging from quilting to collage to wood carving. This emphasis on handmade techniques reconnects fashion with the nostalgic crafting activities many remember from childhood. Knitwear plays a particularly prominent role, exemplified by a recent collection for which the team created their own yarn in Northern England using natural wool and plant-based dyes.
Innovation is also vital to the brand’s identity. At their recent capsule launch at Dover Street Market London, they introduced an augmented reality (AR) installation that allowed visitors to virtually try on garments. “If you can try something on digitally before it’s even produced – that’s one way to reduce overproduction. It’s slow, intentional fashion,” they remarked. They plan to expand this feature to their website, seeking to create a global experience where customers can explore pieces virtually anywhere.
Among their most personal creations is a pink long-sleeve dress that reminded Russo of her high school self when worn by model Hannah, who has pink hair. Guilmard’s favorite item is violet laser-etched pants inspired by a blend of hope and early-2000s nostalgia. “Violet is a color of hope – and also very Y2K. It feels nostalgic and empowering at the same time,” she said.
Sustainability is embedded throughout their production process. They use natural fibers, minimize waste through laser detailing, and collaborate with factories that reuse water seasonally. The designers go so far as to claim that their garments can decompose and nurture plant life, reflecting a cyclical view of fashion materials.
Looking ahead, Russo and Guilmard intend to bring AR try-on experiences to a wider audience online and pursue new capsule collections and partnerships. They are also hopeful about the possibility of showcasing their work in Paris. Their current collection is scheduled for release from August through September and will be available at Dover Street Market, Nordstrom, and selected retailers across Japan, China, and Korea.
In discussing their journey, the designers emphasized a philosophy that transcends trends: “Fashion isn’t about trends. It’s about community. It’s that moment when you walk into a room and spot someone in a piece – and you know they’re part of your world,” said Guilmard.
Paolina Russo’s work exemplifies a thoughtful fusion of tradition and technology, inviting wearers to find pieces that resonate as much with memory as with future possibilities. The brand continues to build a new language of fashion—one stitch at a time.
Source: Noah Wire Services
