Paloma Wool's Product Pages are Quiet Campaigns
Filed July 2025 · Samuel Gray
I keep returning to Paloma Wool. Not just for the visuals but for how quietly they do things other brands still over-engineer.
There’s no big launch headline. No “drop” aesthetic. No hyper-stylised product video. But land on a product page and you’re in it. It's not a store, it's a mood.
The casting always feels considered but casual. You rarely get repetition but you always get range—faces that expand, not narrow, the world around the product. The settings feel like real places, but not your places. A living room with mismatched chairs. A balcony with strange light. A wall you can’t quite place. Somewhere between fashion shoot and someone’s Tuesday afternoon. Really sick.
And the way the photos are sequenced matters. It’s rarely front-on > back > detail > model. It's captured and displayed more like a zine: texture, moment, texture, moment. No one image carries the weight, it’s the run of them that shapes the story.
You don’t even need to read the copy to know what this brand believes in. You feel it.
There’s something here about rhythm. About how tone is built through restraint rather than noise. You’re not being sold to, you’re being invited in. The page does the work of a whole campaign, just with different pacing.
It makes me wonder how many brands still think their storytelling lives on the homepage, meanwhile their most seen page (the PDP) is just a template with a cart button.
Maybe less needs saying. Maybe more needs sequencing.
We'll look to cover this in more detail for brands who want to understand not just what looks good on a billboard but what lands in the place people click “buy".
There's a couple contributors in mind. Or if that's you, reach out to me: samuel@forward-works.com
If not, keep checking in.
I keep returning to Paloma Wool. Not just for the visuals but for how quietly they do things other brands still over-engineer.
There’s no big launch headline. No “drop” aesthetic. No hyper-stylised product video. But land on a product page and you’re in it. It's not a store, it's a mood.
The casting always feels considered but casual. You rarely get repetition but you always get range—faces that expand, not narrow, the world around the product. The settings feel like real places, but not your places. A living room with mismatched chairs. A balcony with strange light. A wall you can’t quite place. Somewhere between fashion shoot and someone’s Tuesday afternoon. Really sick.
And the way the photos are sequenced matters. It’s rarely front-on > back > detail > model. It's captured and displayed more like a zine: texture, moment, texture, moment. No one image carries the weight, it’s the run of them that shapes the story.
You don’t even need to read the copy to know what this brand believes in. You feel it.
There’s something here about rhythm. About how tone is built through restraint rather than noise. You’re not being sold to, you’re being invited in. The page does the work of a whole campaign, just with different pacing.
It makes me wonder how many brands still think their storytelling lives on the homepage, meanwhile their most seen page (the PDP) is just a template with a cart button.
Maybe less needs saying. Maybe more needs sequencing.
We'll look to cover this in more detail for brands who want to understand not just what looks good on a billboard but what lands in the place people click “buy".
There's a couple contributors in mind. Or if that's you, reach out to me: samuel@forward-works.com
If not, keep checking in.