LOEWE releases the new Paula’s Ibiza collection: a hedonistic vision sparkling with sequins and colour, fragrant with a new scent.
Ibiza is the island of escapism; a parallel world where everything is possible. Different generations have escaped here in a quest for personal freedom, making the identity of the place richly layered. Each summer LOEWE Paula’s Ibiza allows me to explore one of these layers. Right now, I am thinking of Ibiza as an endless party destination.
Hedonism has been on my mind a lot of late: fun, partying, moments spent together releasing good energies. The collection is sexy and liberated, with the carefree attitude that is quintessentially Ibiza. It gleams with the sparkle of sequins, skin peaking through short hems, lacing and cut outs. Everything is uncomplicated, cut close to the body, and easy to wear. Prints are feisty too: surfing graphics from ‘LeRoy Grannis’, cactus motifs and playful geometries.
The Paula’s Ibiza staples such as the dress, the t-shirt, the shorts, the loose knitted pullover are given a makeover. Dresses and tops come in all over sequins. Casual shirts are made in silk. A crafty element comes in the form of crochet, artisanal fabric crafted in Japan, and colorful overdying on faded denim. The sense of serenity of pure white is counterbalanced by jolly outbursts of glitter, sequins and bright notes of orange, pink, red, green. Everything, literally everything, including tube dresses and tops, can be exchanged between men and women. This is the freedom Ibiza is all about.
Accessories carry the same playful and colourful vibrancy. Sequined platform mules condense the idea of sparkle and party, there are also espadrillas and a new textured jersey version of our Flow Runner. Ombrè color recalling the psychedelic sunsets of Ibiza is applied to our iconic styles such as Puzzle, Hammock, Amazona and Goya. Denim is a big part of the collection, the Flamenco clutch is made in denim, while the Anagram is blown-up and turned into a cut-out in leather and canvas totes and pockets. Woven straw and raffia is the main story when it comes to the Paula’s Ibiza accessory offer, and we added color, in ombrè gradients, to that too, together with playful geometries on large and small totes and buckets. Small leather goods with marquetry cocktail motifs, sunglasses, hats, charms, and jewelry provide further fun.
The collection finds its olfactory complement in our second Eau de Toilette, named LOEWE Paula’s Ibiza Eclectic and appropriately suited for both men and women. With its ombrè bottle topped with matte orange cap, and the cylindrical box packaging covered in a decorative archive print of purple fish, orange lilies and green lilypads, Eclectic captures hedonism in woody, floral and gourmand notes of orange flower absolute and night-blooming jasmine sambac layered with fresh notes of Madagascan mandarin and black pepper, over a heart of incense essential oil and frankincense and a base of coconut and vanilla underlined by rich ylang ylang, musk, and soft Australian sandalwood.
For the accompanying visual portfolio, we worked with Gray Sorrenti, bringing the scene, after a few years of world traveling, back to Ibiza. We chose Casa Broners as our set, both as an architectural landmark and for the starkness of its rooms. The protagonists are captured partying, frolicking and just having fun, either inside or outside this modernist villa, in what ultimately comes across as an endless party. The collection comes alive in a feat of joy, celebrating hedonism and sensuality as ways to be in the moment.