Back in 2016, Loewe‘s creative director Jonathan Anderson decided to revive Paula’s Ibiza, a sun-soaked boutique frequented by the island’s high-profile party-goers throughout the 70s and 80s. The first Loewe x Paula’s Ibiza collection launched in 2017 and fast became a brand mainstay, but this year marks a fully-fledged expansion into menswear, womenswear, accessories and, for the first time ever, a new fragrance.
As always, the emphasis is on celebration; of letting loose and embracing life. This spirit rings through the beautiful, vibrant visual portfolio, shot by Gray Sorrenti on location in New Delhi. Anderson explains that models were photographed “at private parties in Dilliwalen havelis, riding scooters and tuk-tuks along rarely seen corners of the capital’s streets, BMXing on rooftops, and amongst members of its B-Boy subculture, creating a feeling of bonding that is not imagined, but real.”
The release also comes with a personal message from Anderson, who writes: “I know this is not exactly the ideal time to launch products, but this is a project all the craftspeople at Loewe have been lovingly working on for some time, giving life to objects that are exquisitely lively and optimistic – as craft always is.” Notably, Loewe has always spotlighted these artisans: as well as its annual craft prize, the brand has featured artisans prominently through its newly-launched series of ‘Loewe En Casa‘ live-stream events, to showcase their work and support them through the crisis.
“This is a happy, undeniably escapist collection,” Anderson continues, “conveyed through colourful and energetic images, and I thought it might cheer you up. As a visual feast, probably, or an aide-mémoire of better times to come. I’ll be happy for you to enjoy it, quite simply and very spontaneously. I hope you and your family are safe.” Loewe will also donate 40 euros for every product sold to educational projects created to support children in socially vulnerable groups, in collaboration with Plataforma de Infancia, an alliance of Spanish NGOs protecting the rights of children and teenagers.
By combining a message of escapism with tangible help for vulnerable youth, Anderson has displayed the kind of care that resonates now more than ever. Ultimately, these sentiments are tied to his own memories: Loewe’s revival of Paula’s Ibiza was tied to the joy that the Spanish island brought him as a child. Now, he hopes to spread that positivity by embracing the potential of art and fashion to bring light relief in turbulent times.
The Loewe Paula’s Ibiza 2020 collection is available online now.