Photographer Gray Sorrenti captures the colour-fuelled streets of India's New Delhi in the campaign for Loewe's Paula's Ibiza Collection. See all the vibrant visuals here
“This is a happy, undeniably escapist collection, 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,” said Loewe’s creative director Jonathan Anderson, on the launch of his Paula’s Ibiza collection. Fuelled with heady prints, bohemian-inspired cuts and beach-worthy accessories, each piece makes for an epic ode to summer and famed photographer Gray Sorrenti perfectly captures its audacious spirit in a fun-filled campaign shot throughout India’s New Delhi.
This season sees the collection evolve into its own standalone series of Women’s and Men’s ready to wear and accessories, evoking the ecstatic abandon of a summer escape; fusing bohemian dressing with playful prints and capturing the breezy spirit of the Balearics. Oversized shirts in light fabrics are teamed with casual straw bags while tie-dye T-shirts in candy colours are nonchalantly worn in clashing prints. Gray Sorrenti elevates the collection’s fun-loving vibe through an eclectic array of imagery featuring tangerine orange jumpers teamed with pink jeans, skater shorts worn with tropical Tees, and floral dresses embellished with scalloped sleeves. Each look is brilliantly placed against the many exotic backdrops that the Indian capital has to offer.
On the eve of the collection’s May launch, Loewe CEO Pascale Lepoivre and Artistic Director Jonathan Anderson shared a letter outlining the project’s contribution to Covid-19 relief efforts. “Joy, in these troubled times, means to maintain a positive outlook on things. Children are joy and deserve joy,” wrote Lepoivre and Anderson. “To ensure a better future for children in socially vulnerable groups affected by the Covid-19, LOEWE will be donating, for every product of the Paula’s Ibiza collection sold between May and August 2020 in LOEWE stores and on loewe.com, 40 euros to educational projects, starting with an initial donation of 500,000 euros.”
Enviably cool pieces that also give back. And a campaign that evokes some much needed wanderlust? We’ll be looking to Loewe and Paula’s for some seriously statement-making summer style.
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