Loewe Paula's Ibizia Ad Campaign

Review of Loewe Paula’s Ibizia Ad Campaign by Creative Director Jonathan Anderson with Photographer Gray Sorrenti and models GISELLE, Sophie Wilde, Enzo Vogrincic, and Jamie Dornan

Loewe continues its annual tradition of sun-drenched escapism with the Paula’s Ibiza 2025 campaign, lensed by Gray Sorrenti and set against the coastal expanse of Comporta, Portugal. A longtime seasonal project that sits somewhere between capsule collection and moodboard, Paula’s Ibiza is less about a narrative arc than about conjuring a feeling—of freedom, spontaneity, and sartorial summer surrealism. The cast is quietly starry: Jamie Dornan lounges in linen, Sophie Wilde strikes sculptural poses in raffia and resin, and GISELLE adds a dose of youth-inflected cool. Their performances are understated, almost inward—caught in moments of rest or contemplation that suggest a deeper, more personal kind of retreat.

Visually, the campaign favors the elemental: sand, driftwood, sun-bleached skies, with the occasional gnarled branch that serves more as sculpture than prop. Sorrenti’s camera captures these textures with intimacy and a deliberate softness, favoring grainy shadows and natural light over high-gloss artifice. The collection’s tactile focus—raffia, embroidery, macramé, and handwoven straw—melds easily with this setting, reinforcing Loewe’s continued investment in craft. Garments feel intentionally loose, lived-in, and layered with references: beach tunics, slouchy denim, bold crochet, and graphic prints that nod to psychedelic music culture. Even the accessories feel playful yet composed—punch-hole baskets, tomato charms, feather motifs—pieces that balance eccentricity with utility.

The strength of the campaign lies in this easy synergy between setting and styling. It doesn’t push, but drifts—inviting viewers to feel rather than analyze. Yet, for all its visual richness, the campaign at times veers into aesthetic repetition. The sun-washed palette, the languid postures, the driftwood-as-prop—all staples of past Paula’s Ibiza campaigns—suggest a creative language that’s becoming a bit self-referential. There’s an argument to be made for consistency, of course, but one wonders what new territory might be explored with a more unexpected location or a slightly less reverent treatment of “bohemian leisure.”

Like an old Polaroid rediscovered in a beach bag, Paula’s Ibiza 2025 is sun-soaked, slightly nostalgic, and wholly transportive. While it may not rewrite Loewe’s visual vocabulary, it gently reaffirms why this particular dialect—rooted in texture, light, and ease—still resonates