Loewe’s sun-splashed Paula’s Ibiza collection channels Balearic hedonism
The Spanish house has enlisted Gray Sorrenti for its vibrant new campaign and will be making donations to coronavirus charities for each piece sold.
Photography Gray Sorrenti
The beach. We all miss the beach, don’t we? Whether shingled or sandy, an urban stretch of coast populated by SPF-sticky sunbathers, or a sublimely empty cove, one of the things we’re pining after most are those hours we once whittled away sat by the sea.
Discerning beachgoers will know that some of the most stunning seaside spots are to be found in Ibiza. It was also home to Paula’s, the legendary boutique that shaped the White Isle’s distinctive bohemian style. Though the store closed its doors in the late 90s, it’s spirit lives on through its collaboration with Spain’s proudest house, Loewe. Presenting a yearly collection of menswear, womenswear and accessories since the summer of 2017, Loewe Paula’s Ibiza is a celebration of Balearic hedonism and colour -- think clothes as fit for a poolside debauch at Pikes as they are for a twilight toast at Sunset Ashram.
This season pays particular tribute to Ibiza’s world-renowned rave culture. With acid hues alongside scarlets and midnight blues, the palette calls the pulse of colour-filtered strobes to mind. Prints abound, too. “Paula’s founders Armin Heinemann and Stuart Rudnick created iconic prints inspired by the natural world. I pillaged from Paula’s kaleidoscopic archive so the collection features quite a few of these patterns,” explains Loewe creative director Jonathan Anderson. “Shape and print enhance one the other: mermaids swim amongst red corals on maxi-dresses and long robes with ruffled sleeves; jikin goldfish wander amongst waterlilies on wide-hemmed capri pants, bolero skirts and swimwear.” For the first time in the collaborative line’s history, an accompanying fragrance is also being released, with notes of ambergris and coconut water recalling memories of balmy Mediterranean nights.
To visually complement the collection’s vibrancy, the house enlisted longtime collaborator and i-D Contributing Editor Gray Sorrenti for the collection’s campaign. Shot in New Delhi, “the protagonists are captured 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,” Jonathan explains.
It all sounds like welcome escapism from the dreariness of lockdown life. However, transporting a fashion proposal it may be, it’s not one that’s oblivious to the reality we currently face. On top of an initial €500,000 donation, Loewe will donate €40 to educational projects for each product sold between May and August to support vulnerable children affected by the coronavirus crisis. Now there’s a reason to get your summer suitcase in check for when we’re allowed to head to the beach again.
Loewe Paula's Ibiza is available to shop now via the Loewe website.
Photography Gray Sorrenti