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Feel the Summer Vibes with Loewe’s Latest ‘Paula’s Ibiza’ Campaign 2024

Summer evokes that unique and special feeling of joy and beauty, an extraordinary atmosphere capable of granting us lightness and absolute carefreeness. These seem to be the most suitable conditions to talk about Loewe’s new campaign, ‘Paula’s Ibiza’. This imagery is inspired by Paula’s legendary boutique, an undeniable symbol of the typical rebellion of the 1970s and an icon of island life.

A delightful sense of femininity seamlessly fused with a decidedly more graphic and daring touch, featuring vintage scarf prints, crop tops, and asymmetrical skirts. For men, oversized stripes and loose shorts typical of the West Coast style, adorned with prints created by artist Douglas Abraham, painting his universe of dice, teddy bears, and planets.

Then, there are the charming bags, from those reinterpreting Loewe’s iconic basket weave, through the evolution of Puzzle and Puzzle Fold totes, to Font totes and Iraca baskets, offered in such vibrant color hues. Thus, with its perfect combination of artisanal elegance and playful style, Loewe’s ‘Paula’s Ibiza’ campaign invites us to explore summer with freshness and extreme sophistication.

As if that weren’t enough, with every purchase of a Basket Bag, the Maison pledges to make a donation to the local communities involved in the art of weaving, thus contributing to various charitable initiatives. This ambitious project aims to establish a university scholarship program in Colombia, support the creation of a craft training school in Madagascar, and provide humanitarian assistance in Morocco following the 2023 earthquake.

Among the protagonists of this campaign, we find TAEYONG, LOEWE’s Global Brand Ambassador and member of the K-pop group NC, Kevin Abstract, American singer/songwriter/rapper, Young Miko, Latin Trap star, Yebba Smith, American singer and songwriter, 070 Shake, Irish singer, songwriter, and actress Alison Oliver.

Feel the summer breeze on your shoulders as you submerge into the vibrant world of Loewe’s latest campaign, Paula’s Ibiza 2024. The new campaign features a unique lineup of stars, including Alison Oliver, Kevin Abstract, Taeyong, Yebba, Young Miko, and 070 Shake, captured through the lens of renowned photographer Gray Sorrenti.

Summer’s all about having fun and feeling free, and Loewe’s Paula’s Ibiza collection totally gets it. Inspired by the legendary Paula’s boutique, a 70s counterculture haven, this collection bursts with color and vibrant energy under the influence of renowned artists.

For the newest campaign, Loewe presents a wardrobe that effortlessly transitions from city streets to sandy beaches, from music festivals to leisurely summer strolls. The pictorial unveils fluid femininity juxtaposed with a graphic edge, featuring archive scarf prints adorning dresses and shirts. Meanwhile, men’s wear embraces bold stripes on oversized tops and baggy, west-coast style shorts, with hyper-colored prints by artist Douglas Abraham lending an avant-garde touch to them.

The collection’s accessories showcase LOEWE’s signature craftsmanship, with woven raffia versions of iconic Puzzle and Font totes stealing the spotlight. Leather Flamenco Buckets are designed for seamless day-to-night transitions. Footwear ranges from classic espadrilles to edgy biker boots, with light sandals and foam slides featuring crystal and metallic details for added flair. The Sporty Mask, crafted in distinctively wraparound acetate, emerges as a modern statement piece in eyewear.

Captured through the lens of acclaimed photographer Gray Sorrenti, the visual portfolio of the campaign brings Paula’s spirit to life with a diverse cast of international musicians and creatives: Irish actor Alison Oliver, K-pop superstar Taeyong, singer-songwriter Young Miko, music artists Yebba, 070 Shake, and Kevin Abstract.

In a nod to its musical leanings, the campaign incorporates collages of replicated objects against unexpected backgrounds, reminiscent of vintage record sleeves. Additionally, LOEWE’s commitment to social responsibility shines through, as proceeds from every basket bag sold will provide support to local communities involved in their production, including initiatives such as university scholarships in Colombia and humanitarian relief efforts in Morocco, acting as a reliable ally for people around the world.

Words: @annaamaso