There are many things you can associate to summer, and Loewe has been clever enough to do one of the most fun, emblematic collections inspired by the sun rays: Paula’s Ibiza. This year, again, they’re bringing witty, tongue-in-cheek pieces like the viral tomato bag as well as all the colours of the rainbow to their stores worldwide, celebrating the nice weather, the carelessness of the holidays, and embodying the dolce far niente lifestyle.
Lensed by Gray Sorrenti in Portugal, and starring House ambassadors like actors Enzo Vogrincic, Jamie Dornan, Sophie Wild, and K-pop superstar Giselle, the 2025 Loewe Paula’s Ibiza campaign conveys a sense of freedom and vitality. Shot from sunrise to sunset, the images reflect on what a day without stress, obligations or concerns should look like. The portraits of these four ambassadors just chilling in the sand are joyous and playful yet also relaxing — something that everyone’s summer should be, as per the Paula’s Ibiza philosophy.
The collection, as usual, is original, vibrant, and extra colourful. It’s made with breezy materials that help you resist boiling-hot temperatures in style like linen, cotton, jersey, and textural knits mixed with lace and trims. From maxi skirts to graphic shirts, to jeans, sleeveless dresses and accessories, the Loewe Paula’s Ibiza collection amalgamates a mix-and-match of options that ooze ‘summer-ness’.
The accessories are one of the focal points as they include new releases: the Ola bag, made in woven raffia and featuring a wavy silhouette; or the Petal espadrille, which reinterprets the emblematic Mediterranean style with a Loewe twist. Of course, House staples like the featherweight Puzzle bag, the Punch Hole basket, the Anagram slide with a kitten heel, or rainbow-beaded bucket hats complete the perfect wardrobe for the next few months.
