Review of Loewe ‘Paula’s Ibiza’ 2023 Ad Campaign by Photographer Gray Sorrenti with Talent Alewya, Bad Gyal, Devin Halbal, Emily Ratajkowski, Guitarricadelafuente, Karol G, and Mason Hyce Barnes
Loewe celebrates sun-drenched skies and artistic communities with the new campaign for its latest Paula’s Ibiza collection, photographed by Gray Sorrenti. The iconic boutique turned club and gathering space, Paula’s, founded in Ibiza in 1972, quickly became a symbol of the island’s liberated nightlife culture. In 2016, Loewe’s Jonathan Anderson collaborated with Paula’s founder, Armin Heinemann, to revive the brand. Since then, the Loewe Paula’s Ibiza collections have carried on the tradition of colorful Bohemian free-spiritedness from a contemporary perspective, releasing every summer.
The new campaign for this year’s installment of the collection captures the youthful balmy sun-drenched culture that characterizes the island’s cultural scene and has influenced Jonathan Anderson’s work. Gray Sorrenti’s candid and naturalistic photography captures an energetic and eclectic group of models in more classic Loewe-style compositions, taking in Bright and sunny days while showcasing the collection’s vibrant and playful designs.
The campaign is an energetic and intimate portrayal of the collection, tapping into a youthful longing for summer travel, togetherness, and techno, all characteristic of previous collaborations. It celebrates the carefree spirit of Paula’s Ibiza while showcasing the contemporary interpretation of the brand’s designs by Jonathan Anderson. With its dynamic visuals and candid moments, the campaign captures the character and essence of the collection, inviting viewers to immerse themselves in the vibrant and free-spirited world of Loewe Paula’s Ibiza.
Loewe Creative Director | Jonathan Anderson
Photographer | Gray Sorrenti
Talent | Alewya, Bad Gyal, Devin Halbal, Emily Ratajkowski, Guitarricadelafuente, Karol G, and Mason Hyce Barnes
Stylist | Benjamin Bruno