Alejandro Gómez Palomo, Founder and Creative Director of Palomo Spain has joined forces with iconic PUMA creating a collection that explores team sports with a retro edge, while also championing today’s bold take on gender fluidity.
“Palomo Spain’s take on fashion is always warm and welcoming, whether through his choice of colours, materials or references. The brand’s happy ethos immediately spoke to us, and its sense of rebelliousness, defiance of stereotypes and celebration of self expression is also what PUMA stands for”, says Heiko Desens, Global Creative Director for PUMA.
Football today, like the 70s, still hasn’t ensured a safe place for players and many fans of the sport when major events like the World Cup takes place in locations like Russia and this fall in Qatar. Men’s football still keeps things on the down-low, but there is no denying that PUMA is making a strong point not only where they stand aesthetically but also in their fight for universal equality. Alejandro may be more known for putting men in corsets, but its time to see his twist for the courts! The truth is, for many women, sportswear has always been gender fluid, we grew up not seeing the girls sections as we got out kit. Its fun to see Palomo’s take now.
PUMA x Palomo Spain collection is inspired by 1970’s football stars and their glamorous off-field lives which you have linked with your signature couture- infused, romantic, gender-neutral designs.
My goal with this collaboration was to bring our over-the-top vibes over to PUMA, while stepping out of my comfort zone by designing sports clothes. That’s what led me to subtly reference Johan Cruyff, the ultimate 70’s football icon who is also the perfect embodiment of the Palomo Spain aesthetic in sport. It was wonderful to partner with a company that has the means and engineering necessary to work on things in a way I can’t in my studio and my atelier, as that allowed us to approach the collection in a much more technical way than usual.
How has working with PUMA been?
Even though there were technical challenges since we worked remotely, at the same time it felt remarkably easy. From the very beginning we developed a really nice, sincere and honest relationship and the working process just got more and more exciting. It was so much fun to work alongside such a big, international brand. It allowed me to approach fashion in a much more engineered way than what I’m used to in my own brand, and to delve into sports dressing, which is not my comfort zone at all!
Tell us a bit about your past and your story.
As far back as I can remember, I’ve always wanted to be a designer. I was already drawing princess dresses at three, which bit by bit developed into proper small collections. I feel very lucky in that aspect: finding a professional path can be difficult, and I’ve always been clear on mine.
What led you to create the brand Palomo Spain?
My own brand was not at all in my plans originally! I had just finished my studies at Central Saint Martins and presented a six piece collection during the end-of-year show, and it unexpectedly garnered attention from the public and the press. I eventually got a commercial order for some coats before even graduating, which made me consider my own brand for the first time. But it was only when my father suggested I go back home and open a small atelier there that it really felt like a realistic plan.
You talk a lot about your friends and family, what makes them so important to you?
Palomo Spain would be nothing without them! I’ve always looked to surround myself with inspiring, creative, loving people, and when I first got back to Spain – and to Madrid in particular – after my studies, I was met with such an electric energy fueled by a community of young creatives. In retrospect, our friendship has helped define each of our aesthetics. It is thanks to them, my team and my family and people in my village in Andalusia that the Palomo Spain universe has developed the way it has.
Are you seeing some shared values between your brand and your work with PUMA? Is that something that has helped guide the collaboration?
Absolutely! We both share a sense of community and inclusivity. That is perhaps best expressed in the collection through its genderless approach, which is something that comes naturally to the way I work. I never think of whether one of my garments is going to end up worn by a man or a woman, and the PUMA team was fully on board with that. That’s why we shot the campaign the way we did.
Who do you think is the idea consumer for your collection with PUMA?
Literally anyone! My end goal is for the Palomo Spain look to reach all kinds of people, as that would mean our values have truly stricken a cord. I’d be just as happy seeing the collection on the cool crowd in London or New York as on my dad. Any guy choosing one of our pieces to wear during sport or on his day off would make me super proud of Palomo Spain’s values being shared so widely.
Any final words on the collection with PUMA?
Only that I can’t wait for the new season to be here, and to start seeing people on the street wearing PUMA x Palomo pieces!
