Loewe showed an advertising campaign for Paula's Ibiza 2020 collection designed by Jonathan Anderson. The spirit of the feast and the long-awaited vacation, a mixture of different subcultures and colors, and a sense of true freedom - all this was captured by the young photographer Gray Sorrenti. The shooting took place in the cracks, squares, and the crumbling cities of New Delhi where the models danced in the company of B-boys, rode scooters, tuk-tuks, and BMX.
"The collection designed by Jonathan Anderson is a visual feast, capturing the spirit of the Balearics and a moment in time that saw the hedonism of these islands expand to influence subcultures across the world. Iconic archive patterns by Paula's founders Armin Heinemann and Stuart Rudnick feature throughout," - specified on the brand's Instagram account.
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Loewe also continues to support social projects to counter the pandemic. The brand will be donating 40 euros for every product sold in the Paula's Ibiza fashion collection to educational projects for children affected by COVID-19 between April and August 2020 in LOEWE stores and on loewe.com.