Loewe & Penélope Cruz: An Alliance Made In Spain

Ana B. Remos

Penélope Cruz stars as the new image of Spanish luxury brand, Loewe.


Penélope Cruz is the only Spanish actress to receive an Academy Award. Her acting talent and photogenic beauty have turned the young Spaniard into one of the most coveted celebrities for publicity campaigns in the luxury fashion market. She shares her career on screen with advertising contracts that bring in a substantial income. Her latest collaboration is with the prestigious Spanish label, Loewe.

Founded in 1846, and with 170 boutiques around the world, Loewe has reached an agreement with the famous actress, turning her into the brand’s image for three consecutive years.

The photographs presented in this story are from Loewe’s 2013 fall campaign. The photo shoot took place in April of this year, having as stage the luxurious Casino de Madrid, a historic 19th century enclave with magnificent views of the Spanish capital.

The actress/model was only photographed close up, since, at the time, she was pregnant with her second child. However, according to a statement from Loewe, the intention was not to hide her pregnancy, but to highlight the essence of her timeless beauty.

But her collaboration with the brand did not end after the photo shoot. She and sister Mónica have designed a handbag that will be available for sale starting November in all of the brand’s stores. The bag carries a simple name: Cruz, and although it has not been shown to the public yet, we can guarantee it will be as stylish and elegant as its muses.

The photographs for the campaign, taken by Mert Alas and Marcus Piggot, show different versions of the Amazona and Amaya handbags, as well as exclusive accessories made with the highest quality leather, a trademark of the Spanish brand, and true objects of desire for fashionistas and jet setters.

Loewe turns the world’s attention to the Oscar-winning actress, while they recruit a new creative director to replace Stuart Vevers, who will take over the helm at Coach. LVMH, Loewe’s parent company will most likely choose a Spanish name to lead the label. No matter what their decision is, you can begin to decide which of these handbags and accessories from Loewe you’ll be wearing in the coming months.


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