Ilaicha Vandeputte

9 May 2025
Fashion

On Our Radar: The Ballad of Ramona Blvd. by Paolina Russo

For Autumn/Winter 2025, Paolina Russo blurs the lines between nostalgia, futurism, and medieval mysticism. Titled “The Ballad of Ramona Blvd.”, the collection feels like a modern fairytale—where normal streets become magical paths and childhood objects turn into treasures. A Tamagotchi, for example, becomes a golden compass, helping the wearer move through a world that feels both old and new.

With dreamy, protective layers that combine medieval craftsmanship with 2010s nostalgia, this season’s Paolina Russo hero is a defender of the everyday. In addition to being the most popular color in the collection, purple is a talismanic force that permeates knits, hoodies, and denim. It’s a throwback to the time when Justin Bieber’s purple sweatshirts were king and 2012 seemed like the end of the world.

Denim, a big part of Paolina Russo’s designs, gets a new look. It shows up in low-rise baggy jeans, mini skirts, and capri pants with buttons at the bottom. Gold details are used throughout, reminding us of decorations on old battle outfits, and adding a touch of feminine armor. Scribbles stars and hearts appear across the pieces, like doodles from a teenager’s notebook on the bus ride home. The looks are finished with custom knee-high Converse boot covers featuring signature denim graphics and colors. They are the perfect take on modern nostalgic footwear.

Captured in the blogspot era

The lookbook, shot by Dean Hoy in Deptford (UK), transports us straight back to the blogspot era, when self-timers and tripods were the ultimate tools of self-expression. There’s an intimate, almost DIY quality to the imagery – like snapshots from an afternoon spent running away from home, if only for a few hours. It captures the strange beauty of suburban escapism.

Paolina Russo has always thrived on community, blending heritage craftsmanship with modern technology to create something deeply personal yet universally nostalgic. Their London-based studio, led by Paolina Russo and Lucile Guilmard, pushes the boundaries of artisanal production earning them a spot on Forbes 30 Under 30, the Zalando Visionary Award, and a residency at the Paul Smith Foundation. But beyond the accolades, their work resonates because it captures something intangible: the feeling of being on the edge of something big, of moving forward while holding onto the past.

Is The Ballad of Ramona Blvd. a call to arms, urging us to embrace our inner medieval hero? Or is it a gentle invitation to see suburbia through a different lens? Whatever it is, one thing is certain: Paolina Russo knows exactly where to find beauty. Right here, in nowhere.

Photography: Dean Hoy
Stylist: Samia Giobellina
Casting: Emma Matell
Make-up: Ana Takahashi
Hair: Shunsuke Meguro

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