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LOEWE Reignites Ibiza Love with New Collection

24.04.2017 | Fashion | BY:

Just in time for summer, LOEWE’s creative director Jonathan Anderson has teamed up with Matches to revive the legendary boutique, Paula’s Ibiza.

Inspired by his encounters with the boutique as a child, Anderson has sought to marry the bohemian spirit of Ibiza’s most iconic concept store (before there was such a thing) with Loewe’s luxury, Spanish heritage. The result is a dreamy capsule collection of bright pieces, printed with florals and inspired by Ibiza’s nature.

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For the collaboration Paula’s boutique founder, Armin Heinemann, donated original prints and designs from their archives, ensuring that the spirit of the original store is fully revived in this new collection. Heinemann first moved to Ibiza in the early 1970’s, and opened his boutique soon after. Until 2000, the store attracted a starry array of clients that ranged from Freddy Mercury to Valentino, amongst others.

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A long-time Anderson collaborator, photographer Jamie Hawkesworth shot the campaign with signature energy. The photographer dreamily captured the combination of glamour and creativity that informed, and informs, the legend of Paula’s.

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LOEWE Paula’s Ibiza collection will be available on matchesfashion.com from April 28th. 

 

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