PALOMO SPAIN, TIBURONES
Art Direction & Copywriting
For PALOMO SPAIN’s “Tiburones” collection, REGULAR ANIMAL developed a series of invitation and press materials that transformed the language of 1990s corporate culture into a tactile storytelling system. Inspired by the world of Wall Street “sharks,” the project extended the collection beyond the runway through a set of objects that blurred fashion communication, office mythology, and performance.
Presented at sunset inside Madrid’s financial district, “Tiburones” explored the aesthetics of power, ambition, and excess through the lens of 90s finance culture. The collection reinterpreted the figure of the aggressive corporate executive — the “tiburón” — through PALOMO SPAIN’s theatrical and sensual visual universe.
THE RUNWAY BEGAN LONG BEFORE THE FIRST LOOK APPEARED.
Rather than creating a traditional fashion invitation, the project approached communication as world-building. Every object was designed to feel extracted from the ecosystem of a fictional financial empire: urgent fax transmissions, executive memberships, late-night office takeout, confidential documents, and coded corporate access. The materials transformed familiar symbols of business culture into playful fashion artifacts.
CORPORATE MYTHOLOGY TRANSFORMED INTO TACTILE FASHION STORYTELLING.
The communication package included:
— A custom “Tiburón Express” invitation inspired by American Express cards
— Press materials designed as corporate fax transmissions
— A noodle takeout box containing hidden show information
— QR-based digital access integrated into physical objects
— Printed inserts mimicking office paperwork and financial documentation
Together, the materials created an immersive pre-show experience that extended the collection narrative before guests arrived at the runway.
The visual language intentionally balanced corporate precision with irony and theatricality.
References to 90s executive culture — financial districts, expense accounts, fax machines, takeout dinners, late-night offices — were recontextualized through PALOMO SPAIN’s flamboyant and performative universe.
A COMMUNICATION SYSTEM BUILT FROM THE SYMBOLS OF POWER, EXCESS, AND LATE-NIGHT AMBITION.
The project helped establish a cohesive narrative around the collection across press, guests, and social media. More than promotional materials, the objects became part of the storytelling ecosystem surrounding the show itself.
By translating the collection concept into physical experiences, we expanded the runway into a broader cultural and emotional universe.