LOEWE’s Paula’s Ibiza SS24 collection is a Balearic banger

LOEWE’s Paula’s Ibiza SS24 collection is a Balearic banger

by Ollie Cox
3 min

If this weekend’s warm spells (between the gale-force winds) got you gagging for summer, then fear not, as LOEWE has released its annual Paula’s Ibiza campaign. It’s care-free, it’s cool, and perfectly captures the spirit of Ibiza’s counter-cultural boutique. 

Graphic prints dominate both the men’s and womenswear collections, adorning dresses and shirts. An emphasis is placed on movement across loose-fitting silhouettes, perfect for catching the coastal winds. Jonathan Anderson’s LOEWE is intrinsically linked to art and, for this collection, we see Douglas Abraham’s teddy bear, abstract dice, and planet motifs applied to T-shirts, shorts, sweatshirts, and swimwear. 

When it comes to bags, basketry is explored across the Puzzle Fold Tote, Font Tote, and Iraca Basket. In keeping with the House of LOEWE’s legacy, leather dominates the collection, as seen in a brand new Flamenco Bucket crafted from mellow nappa lambskin. For every basket bag sold, LOEWE will donate to the local communities who head weave them. The donations will help provide university scholarships in Columbia, a training school in Madagascar, and earthquake relief in Morocco. 

The playfulness that punctuates LOEWE’s luxury emanates from leather accessories embellished with tropical fruits mixed with raffia and leather pouches inspired by animals, wallets, and charms. Espadrilles, light sandals, and foam slides are accented with pebble detailing. Meanwhile, biker boots arrive in soft leather and brushed suede, and slip-on sneakers ooze with an escapist ease. 

Of course, LOEWE’s Paula’s Ibiza 2024 collection is accompanied by a star-studded campaign where musicians and actors feel reflective of the Island’s present-day appeal. Campaign protagonists include Saltuburn’s Alison Oliver, Kevin Abstract, Taeyong, Yebba, Young Miko, and 070 Shake, who all channel the spirit of summer across laid-back shots lensed by Gray Sorrenti. This diverse cast is reflective of the boutique’s diverse list of creative characters who brought the spirit of the establishment alive. 

The campaign’s musical leanings are felt not only in the casting but also in its visual layout, where images are composed like collages. Replicated objects and unpredictable backgrounds echo the vintage record sleeves that encase the rare records which fill dance floors with a hedonistic rapture. 

LOEWE’s SS24 Paula’s Ibiza collection’s easy-wearing spirit feels like an honest look back to the boutique’s ‘70s heyday, when Armin Heinemann moved from Germany to Ibiza and opened the doors to Paula’s in 1972. The store became a bastion of free-spirited bohemian designs, with loose-fitting clothing being the brand’s flagship style. 

For more information on the LOEWE Paula’s Ibiza collection, head the LOEWE website

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