Paolina Russo is the name fashion girls are whispering and for good reason. The Canadian-born designer, now based in London, is bringing a new kind of magic to the scene: nostalgic, surreal, and totally unexpected.

A Central Saint Martins alum, Russo started turning heads with her “illusion knitwear”—vibrant pieces that look like holograms and feel like second skin, often made from upcycled sportswear and household textiles.

Her designs are playful yet technical, blending early-2000s athletic energy with artisan craftsmanship. It’s high fashion meets your old soccer jersey with a mystical twist. Think power-knit bodysuits, psychedelic prints, and futuristic silhouettes that still feel rooted in something familiar.

Russo’s work is all about contrasts: soft and strong, past and future, art and sport. It’s no wonder she’s caught the eye of Love Magazine, styled bands like Dreamwife, and even landed a collaboration with Adidas.

With a strong commitment to sustainability and storytelling, Paolina Russo is proving that craft and cool can absolutely coexist. She’s not just one to watch she’s one to obsess over.