LOEWE new face Pebelope Cruz makes her debut appearance for the SS2012 ad campaign wearing the collection inspired by Gala, the intellectual and wildly bohemian figure who was wife and muse to surrealist artist Salvador Dalí, Penélope embodies the passion, sophistication, intelligence and independence associated with this charismatic figure. The campaign was shot amid the baroque finery of the Palacio Marqués de Villafranca in Madrid, maintaining a continuity with the previous season.
Photographed by Mert Alas and Marcus Piggott: as a duo they are one of the most respected and acclaimed photographers working today, and this is their fifth consecutive season shooting for Loewe. They are regular contributors to the most influential fashion magazines around the world. Overseeing the art direction was Riccardo Ruini of the Italian luxury agency REM. The rest of the team boasted equally prestigious credentials, with Pablo Iglesias as the hair stylist and Charlotte Tilbury working on the make-up.
Lisa Montague, CEO of Loewe, says: ‘Penélope Cruz is the perfect ambassador for Loewe, representing our values of passion, authenticity and excellence.’ Penélope Cruz says: ‘Loewe is an international brand proud of its Spanish roots with a rich history behind. Its collections are made by Spanish master artisans and I have always admired their work. I feel fortunate to be a part of this project.’ Stuart Vevers, Loewe’s Creative Director, says: ‘Penélope’s strong, sensual beauty has long been an inspiration for me as a designer and a constant reference for my ideal of Spanish womanhood since I came to Loewe.’ The visuals of the campaign feature two iconic Loewe bags: the Amazona and the Flamenco, and two new bags: the Paseo (inspired by the Royal Andalusian School of Equestrian Art), and the Cartero, from the Spring Summer 2013 fashion show.