Loewe: 'Paula's Ibiza' pop-up stores at Galeries Lafayette and Harrods
The idyll between Loewe and Ibiza continues. The Spanish luxury label owned by the LVMH group is back with its traditional summer collection. The colelction will be showcased in several pop-up stores, at Galeries Lafayette and Harrods in London. The campaign features young celebrities, including model Emily Ratajkowski and was shot by Gray Sorrenti, the daughter of fashion photographer Mario Sorrenti.
The collection is already available in the brand's boutiques. It can also be found in Paris, until June 1, at Galeries Lafayette, where the Spanish brand has taken over the Mogador entrance and the department store's windows, as well as the atrium of the men's store, and has also installed a corner in the shoe section on the fourth floor of the dome-shaped building.
In London, the Loewe Paula's Ibiza collection has taken up residence in a pop-up store in the shape of a giant sand castle at Harrods until May 12, and again has taken over the windows of the department store on Brompton Road.
A sense of freedom pervades this joyful and sunny 2023 collection, which showcases Loewe's expertise in weaving, braiding and textures, with colourful, simple and easy-to-match pieces. Tops take on the appearance of giant Alocasia leaves, some dresses are trimmed with long fringes, while other or are tigh-fitting, cut from satin lambskin or made from knitwear. Denim is worn over polo shirts, Bermuda shorts and frayed microshorts, while macramé net tunics are slipped over a sexy swimming costume.
Printed cotton tops and T-shirts, crochet and terrycloth ensembles complete the casual beachwear collection inspired by the energetic and festive spirit of Ibiza, the legendary Balearic island where Loewe's creative director Jonathan Anderson used to spend his holidays.
Like many habitués of the Spanish island, Anderson has heard of the famous Paula's Ibiza boutique, opened in 1972 by Armin Heinemann with his bohemian, arty style, where the hippest partygoers, from Jean-Paul Gaultier to Freddie Mercury, flocked at that time.
Even though the shop closed after twenty years, the designer was able to partner with the brand and use its signature prints, to launch the very first "Paula's Ibiza" collection in the summer of 2017. Given the collection's great success, Loewe has since relaunched this summer capsule every year, enriching its offer each time.
From now on, accessories will have pride of place with shoes, from espadrilles to foam rubber flip-flops, and glasses, including some amusing models inspired by diving masks. Not forgetting the many bags, from tote bags to woven baskets made of raffia or Iraca palm, including a pretty turquoise fish-shaped bag. Prices range from 420 euros for the mask glasses to 850 euros for the small raffia tote bags or the espadrille sandals, while the cotton fringed dress sells for 1,800 euros.
"For every Iraca and Loewe Font Tote sold, the label will donate 15 euros to the local communities that make them by hand. The donations will help create a university scholarship programme in Colombia and found a craft training school in Madagascar," Loewe said in a statement.
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