Paolina Russo unveiled their Autumn/Winter 2026 collection at Copenhagen Fashion Week, showcasing a collaboration with Avery Dennison that highlighted cutting-edge embellishment techniques and technical innovation.
Paolina Russo was founded in 2021 in London by Canadian designer Paolina Russo and French designer Lucile Guilmard. Paolina Russo creates garments that serve as a uniform for those with shared memories—a symbol of connection, community, and the bonds formed through growing up.
For their latest collection, Paolina Russo were seeking a partner that could expertly blend craftsmanship and technology to bring their AW26 narrative to life. The collection draws heavily on a school uniform aesthetic and customization, perfectly positioning Avery Dennison as the ultimate partner for the creative challenge.
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Transforming garments into “living portals”
The AW26 collection captures a boundless sense of discovery, following the journey of the Paolina Russo "heroine" as she ventures beyond her suburban adventures. Inspired by girlhood and the excitement of a first school trip abroad, the collection evokes the joy of gathering artifacts and souvenirs, with each piece reflecting a story of exploration and wonder.
To bring this narrative to life, Avery Dennison developed intricate woven badges, using mixed media—including Lion Brothers chenille and satin stitch embroidery— beautifully capturing the theme of retro nostalgia. There was a sprinkle of tech magic within the traditional badges too as one of the patches is NFC enabled, blending craftsmanship into an interactive platform. The hand-stitched badges were a key feature of the AW26 collection symbolizing the personalised souvenirs of the Paoline Russo heroine.
“Avery Dennison was incredible in finding the correct materials and the correct ways of interpreting our designs. The craft and the feeling, and the make of it is so important but at the same time it’s elevated through the technology that’s used to create the badge, and that’s integrated in the badge. We really believe that technology should be at the aid of craft and vice versa, and I think these badges are a perfect example of that.”
Paolina Russo
Founder
This collaboration isn't just about embellishments, it’s about connection and turning physical garments into an interactive storytelling platform. A simple tap of the badge transforms the garments into a “living portal”, instantly connecting the wearer to the universe of Paolina Russo. Consumers can immediately access all the collections, fostering sales through this seamless digital connection. It’s a reminder that embellishments are more than just decorative elements - they can be platforms for storytelling, community, and genuine engagement.
“The production process of making those badges with Avery Dennison was so impressive. At Paolina Russo we are a small emerging business so everything we do is at a specific scale. Avery Dennison really came in with the scale of the work that they do, that was incredibly fast, with so much expertise and abilities, that we would have not been able to do it without them. It was really incredible to see.”
Lucile Guilmard
Co-Founder of Paolina Russo
Beyond the apparel, we provided custom enamel pins for all show guests, furthering the collection’s nostalgic school-themed narrative and gifting attendees a curated souvenir. Post show day, Paolina Russo hosted a private customisation workshop for fashion design students, offering them the unique opportunity to create their own custom jersey using Avery Dennison badges.
We are proud to work with visionary designers who push the boundaries of apparel storytelling.
The Result: A Collection Reimagined
Ready to bring your brand vision to life? Contact Avery Dennison today, and let's make possibilities a reality together.
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