© Loewe / Photography: Gray Sorrenti

This year, LOEWE‘s coveted Paula’s Ibiza collection gains an exuberantly exotic twist. The Balearic island’s legendary Paula’s boutique which pretty much dressed its haute hippie crowd in the 1970s and 1980s still very much anchors the annual collections. But for the collection’s ad campaign, LOEWE creative director Jonathan Anderson took to the spiritual homeland of hippiedom to blend in visual elements that have resulted in the most eclectic Paula’s Ibiza imagery to date. Shot by Gray Sorrenti, daughter of photographer duo Mario Sorrenti and artist Mary Frey, in the sprawling urban jungle of Delhi, the campaign brings the vibrancy of the clothing to a lively apex. Models are captured at private parties in traditional townhouses, riding scooters and tuk-tuks along rarely seen corners of the Indian capital, doing BMX tricks on rooftops, and amongst members of its B-Boy subculture. The luxury brand has simultaneously launched an initiative to ensure a better future for children in socially vulnerable groups affected by COVID-19. LOEWE will be donating EUR 40 to educational projects for every product sold in the Paula’s Ibiza fashion collection between April and August 2020 in LOEWE stores and online, starting with an initial donation of EUR 500,000.

© Loewe / Photography: Gray Sorrenti