Paro is an Amsterdam sustainable fashion staple. PARO STORE helps you discover emerging designers.
The industry behind the clothing we wear is one of the most damaging to the planet, and Paro doesn’t want to stand for the status quo.
Paro only stocks independent brands that design and produce excellent clothing in a way that’s better for people and our planet.
Good design, that’s good for the world. In 2020 as we emerged from the pandemic.
Paro asked me to Creative Direct and photographed their SS20 lookbook.
THE CONCEPT
Paro’s 2020/21 collection was inspired by people utilizing the urban outdoors; the concept
derived from spending most of 2020 indoors due to the Pandemic.
The insight came from people looking to their surroundings for their outdoor experiences.
Be it summer night hangs, Park strolls, or just raining day dog walks. People did what they could to stay active.
The Paro fashion story looks at the moments when we escape the indoors to soak up the great outdoors.
Urban-dwelling outdoor enthusiasts share their urban oases for the PARO look of AW20.
We wanted to build a feeling of overlap and community in the work; each visual story overlaps and intertwines.
See if you can spot where.
