Loewe Paula’s Ibiza is back with a bang, celebrating the rich, sun-soaked history of the now-shuttered boutique that gives the offering its name. Commemorating the eighth year of Jonathan Anderson’s Balearic-inspired project, the collection releases on April 18 alongside a fruity, woody fragrance called Cosmic. The brainchild of the Irish creative director and Loewe perfumer Núria Cruelles, the new spritz is intended to embody, as Cruelles says, “the liberated summer spirit of Ibiza, where music and culture converge.”
Combining notes of ripe pear, juicy mango and coconut cream, the aroma it evokes is reminiscent of a balmy, 1970s Ibiza – where Paula’s once reigned supreme. Known for selling eccentric garments to the ravers, hippies and hedonists who flocked so freely to the Spanish island, the store embraced the weird and wonderful with open arms. Embracing that energy and combining it with the experience of modern Ibiza, Cruelles says that the fragrance conjures up, “the sensation of an explosion of scents, mirroring the lively atmosphere of the island’s nightlife.” Speaking on the purpose of the scent, Cruelles notes that it “resonates with the very essence of Ibiza’s allure, putting together images of the island’s captivating landscapes and the electrifying atmosphere that permeates its streets.”
Embracing the energy of Ibiza extends beyond the scent and into the Eau de Parfum’s vibrant packaging. A brightly toned gradient colours the flask, with Cruelles explaining that the bottle design “represents the sunset on an Ibizan beach… and the cap a starry night and the hypnotic, infinity of the cosmos, that gives name to the new scent.”
Accompanying the fragrance drop is a campaign featuring K-pop sensation and global Loewe ambassador, Taeyong. Shot by long-time collaborator Gray Sorrenti, the imagery reflects the laid-back attitude of the island, with playful compositions giving a cheeky wink to its lively reputation.
Zooming out to the wider collection within which the fragrance sits, the messaging is the same. This summer’s womenswear release calls on graphic prints, asymmetric hems and ruffles to welcome themes of fluidity and spontaneity. New York-based artist Douglas Abraham is called upon to create colourful screen-prints that decorate an assortment of these garments as well as a selection of menswear. Oversized fits and baggy silhouettes are a running theme for men, with nautical-inspired stripes popping up throughout. Calling on all things sun, sea, sex and spirit, this new offering pays appropriate homage to Ibiza in the best way.
Photography by Gray Sorrenti.
