Loewe announces hedonistic new collection with legendary Ibiza boutique
Loewe Paula’s Summer 2020 encapsulates summer in a collection, with hedonistic influences and a carefree spirit touching far and wide throughout the apparel, and campaign itself.
The previous collaboration between the two fashion institutions has now been evolved into a stand-alone collection by the good people over at Loewe, and it celebrates the free-spirited aesthetic of both brands down to the last denim-dungaree.
The iconic Paula’s was a Balearic haven of ‘70s hippie culture, brought to prominence by German born architect, Armin Heinemann. Back in its heyday the boutique put clothes on the back of epicurean wild-things such as Jean Paul Gaultier and Freddie Mercury and hosted some of the islands most rowdy parties, before shutting its doors circa the noughties.
The fashion behind the boutique’s great doors wasn’t to stay in permanent slumber, however, with Loewe’s creative director Jonathan Anderson approaching Heinemann earlier this decade to reignite the frivolity of times forgotten through a series of collaborations.
The first standalone collection sees a vibrant collection of resort-feeling wears and joy-evoking prints take center-stage this summer.
Tie-dyed, Cuban collared and kaleidoscopic in hues, the collection was photographed in New Delhi by Gray Sorrenti for a run of 1,200 hand-numbered and limited edition books that will be released to coincide with the collections launch date.
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