Penélope Cruz X LOEWE @ SS2014 Ad Campaign

Penélope Cruz continue to be the face for LOEWE SS2014 ad campaign and developed a strong, modern and impactful image to catch every attention. Indeed, the campaign gives a breath of new air and shows signs of lightness and purity. It takes place in a softer and cleaner space; less baroque than past seasons.

 SS2014 is the third season Cruz represents the image of the brand. This time, Cruz appears more natural and softer and authentic, she breathes sensuality and looks very feminine in a soft and delicate manner. While she is a strong and modern woman, she appears more casual and less posed than in past seasons. Looking more like herself and be recognizable to the public at the same time letting the audience feel and breathe Loewe. The branding of the bags is clearly visible: the iconic “Oro” (gold) colour is present through the products colour scheme.

The main focus of each shot is on the bags rather than the ready-to-wear. The talent and the product are leading each visual. The Campaign showcases the SKIN collection in each visual.

For the seventh consecutive season, it was photographed by are Mert Alas & Marcus Piggot.
The duo are among the most respected and acclaimed photographers and are regular contributors of the most influential fashion magazines: Vogue US, Vogue Italia, W Magazine, Numéro and Love an etc. The Art Direction was led by Lele del Fabro, and stylism done by Alex White, fashion stylist and regular contributor to American Vogue and W Magazine. Hair stylism was made by Pablo Iglesias and the Make- up by Charlotte Tilbury. 

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