The Big Easy

Gray Sorrenti documents the free-wheeling youth of New Orleans for Loewe
By Alex James Taylor | Fashion | 24 April 2018

Having discovered Paula’s boutique on childhood trips to the Balearic island, Loewe creative director Jonathan Anderson has long been fascinated with the maverick store. In 2017, Anderson turned this captivation into collaboration, teaming up with Armin Heinemann, Paula’s co-founder, for a special series of collab collections.

Now comes the sophomore collection, showcased below in a special street-cast campaign shot by Gray Sorrenti in New orleans, “transport[ing] the free-wheeling beach spirit of Ibiza to America’s deep south.”


Dipping into the store’s iconic archive and reimagining its hero pieces, the collection captures the ‘flamboyant spirit of the Balearic Islands’. Mixing retro beach motifs with Paula’s prints, here flags appear alongside  mermaids, birds rub up against polka dots and cartoon hummingbirds appear in vivid colours like the strobes that light up Ibiza’s night sky. Elsewhere, the collection offers a perfect beach wardrobe – sun dresses, caftans, peasant blouses, fringed shorts and pyjama separates all leave us dreaming of tropical escapes.

Sorrenti’s vibrant images have been collected for a new hardcover photo book celebrating the campaign – printed in a limited edition of 1,200 hand-numbered copies.


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