Loewe Taps Gray Sorrenti for Vibrant, Intoxicating Paula's Ibiza SS 2020 Campaign

Loewe Taps Gray Sorrenti for Vibrant, Intoxicating Paula's Ibiza SS 2020 Campaign

Gray Sorrenti again gives life to Ibiza’s world-renowned rave culture, taking us on a stylish acid trip that honors Paula’s, a legendary Ibiza boutique that closed its doors in the late 90s. Since 1917, “Loewe Paula’s Ibiza is a celebration of Balearic hedonism and colour -- think clothes as fit for a poolside debauch at Pikes as they are for a twilight toast at Sunset Ashram,” writes i-D.

Loewe creative director Jonathan Anderson explains the evolution of the new collection. “Paula’s founders Armin Heinemann and Stuart Rudnick created iconic prints inspired by the natural world. I pillaged from Paula’s kaleidoscopic archive so the collection features quite a few of these patterns.”

“Shape and print enhance one the other: mermaids swim amongst red corals on maxi-dresses and long robes with ruffled sleeves; jikin goldfish wander amongst waterlilies on wide-hemmed capri pants, bolero skirts and swimwear.”

Indeed the acid fashion tri is one of escapism in our COVID-19 world, but the house understands its responsibilities in the age of global lockdown. After their initial €500,000 donation, Loewe will donate €40 to educational projects for each product sold between May and August to support vulnerable children affected by the COVID-19 crisis. 

Loewe Paula's Ibiza is available to shop now via the Loewe website. Here are more specifics on what Loewe is doing to support our new global pandemic reality.