Paula's Ibiza 2024: Loewe unveils the new campaign
Fall in love with Loewe's newest Paula's Ibiza campaign, inspired by the iconic 1970s Dalt Vila boutique that became an enduring symbol of Ibiza's hippie sensibility.
Summer in Ibiza evokes a sense of joy and beauty, an extraordinary atmosphere capable of giving us lightness and absolute carefreeness. It is this free-spirited playground that is captured in Loewe's new Paula's Ibiza campaign. This imagery is inspired by the legendary Paula's boutique, the undisputed symbol of the typical rebellion of the 70s and icon of island life.
A dreamy femininity perfectly merges with a more graphic and daring touch, between vintage scarf prints, crop tops and the asymmetry of skirts. For the man, oversized stripes and baggy shorts typical of the West Coast style are embellished with prints by the artist Douglas Abraham , who paints his universe of dice, teddy bears and planets.
Then the enchanting bags, from those that reinterpret Loewe 's iconic basket weave, through the evolution of the Puzzle and the Puzzle Fold tote, as well as the Font tote and the Iraca basket, proposed in such lively colour nuances . Thus, with its ideal 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 wasn't enough, with each purchase of a Basket Bag, the Maison undertakes 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 school for craft training in Madagascar and provide humanitarian assistance in Morocco following the 2023 earthquake.
“Loewe unveils a tale that embodies energy and its distinctive craftsmanship.”
The images of the new 'Paula's Ibiza' campaign by Loewe
Among the protagonists of this campaign, we find: TAEYONG, LOEWE 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, American singer and songwriter and Irish actress Alison Oliver.
The artistic and creative vision was masterfully curated by the photographic talent of Gray Sorrenti who captured the dreamy atmosphere of carefreeness and relaxation that has always characterised the Spanish island.
Images courtesy of Loewe
