Paolina Russo Jeans

Founded in 2020 by Canadian designer Paolina Russo and co-creative Lucile Guilmard, London-based Paolina Russo is a fearless exploration of craft, nostalgia, and innovation. Russo’s journey began in her hometown of Markham, Ontario, where she transformed repurposed sporting equipment into hand-crocheted collages — a practice that still informs the brand’s experimental approach to textiles. After meeting at CSM, Russo and Guilmard discovered a shared appreciation for traditional clothes‑making and the hands‑on, resourceful techniques they each learned growing up in small suburban towns. That mix of lived experience and technical precision informs a design language that interprets adolescence as both artisanal and futuristic.

Paolina Russo’s aesthetic is rooted in contrasts: heritage crafts pushed into new territory through unconventional materials, jarring colour, and sculptural form. Collections draw on memories of youth — video games, team sports, and DIY art projects — while foregrounding sustainability, innovation in textile development, and a collaborative, community-first ethos. Their process is intentionally transparent, often documented to highlight the many makers involved in bringing each piece to life. As Guilmard puts it, “we want to make sure that this remains a human story, with human hands.”

Signature styles fuse corsetry-inspired construction with experimental knitwear, creating a visual language that feels like folklore rewritten for the future. Upcycled fibres, intricate crochet, and vibrant motifs define collections in a medley of perfected chaos. Recognised for this approach, the brand has created collections for Adidas Originals and Converse, collaborated with platforms including Roblox and FabriX, and earned spots on Forbes 30 Under 30 and the Zalando Visionary Award, as well as finalist positions for the LVMH Prize and International Woolmark Prize.

For Paolina Russo, it's clear, fashion is a human story told through craft, colour, and unbridled creativity. Now available to shop at END.