LOEWE Paula’s Ibiza 2024 ignites the summer with a collection that channels the iconic spirit of the 70s Ibiza, a nod to the legendary Paula’s boutique known for embodying the island’s free-spirited vibe. This latest offering from LOEWE injects vibrant, playful energy into summer wardrobes, blending the brand’s exquisite craftsmanship with a sense of effortless cool suitable for city life or seaside escapades, music festivals, and leisurely walks.
The collection showcases a dynamic range of womenswear that dances with fluidity and an impromptu graphic charm, featuring archival scarf prints adorning dresses and shirts. The mix of crop tops with asymmetrical ruffled miniskirts introduces a lively movement, while men’s wear focuses on bold stripes across oversized tops and relaxed shorts, highlighting the collection’s west-coast casual ethos. Artist Douglas Abraham’s vivid, abstract motifs decorate a variety of pieces, bringing a kaleidoscope of teddy bears, dice, and planets to life.
Accessory-wise, LOEWE reimagines its iconic Puzzle and Puzzle Fold totes, along with the Font tote and Iraca Basket, in new woven raffia renditions and refreshing colors. The collection sees the introduction of the Flamenco Bucket Bag, crafted in soft nappa lambskin, alongside leather accessories festooned with tropical fruits and playful animal-inspired designs, adding a whimsical touch to the season’s leather narrative. A selection of vibrant animal pins offers a personalized flair to these bags.
Footwear ranges from artisanal espadrilles to airy sandals and foam slides adorned with pebble detailing in crystalline and metallic finishes. The collection also features biker boots in supple leather or brushed suede and casual sneakers that round off the skater-inspired looks for men. The debut of the Sporty Mask sunglasses adds a futuristic edge to the eyewear line.
The campaign, captured by Gray Sorrenti, brings together an eclectic mix of international musicians and creatives, embodying the spirit of Paula’s through relaxed and candid portraits. The cast includes personalities like Latin Trap sensation Young Miko, Kevin Abstract, LOEWE’s Global Brand Ambassador TAEYONG from NCT, Grammy-winner Yebba Smith, 070 Shake, and actress Alison Oliver, each reflecting the collection’s diverse and inclusive ethos. The visual narrative extends to whimsical still-life shots that playfully juxtapose accessories with vegetable motifs.
Complementing its musical inspiration, the campaign features collage-style images that reminisce about vintage record sleeves and posters, enhancing the collection’s auditory essence.
In a commitment to social responsibility, LOEWE pledges to support local artisans by donating proceeds from every basket bag sold. These contributions will aid in providing educational scholarships in Colombia, establishing a craft training school in Madagascar, and offering relief efforts in Morocco following the 2023 earthquake, underscoring the brand’s dedication to community and craftsmanship.
