Once again, Loewe’s brand ambassador Penélope Cruz takes centre stage in the house’s autumn/winter 2013 advertising campaign. Making the most of Penélope’s exceptional skills as an actress – she is the first and to date only Spanish actress to win an Academy Award – every image in the campaign is framed like a still from a movie. In each still, Penélope toys with a pair of gloves and a bag – variously the Amazona, Loewe’s signature bag, and the Amaya, Loewe’s new take on its flirtatious Flamenco. And in her hands these accessories become props in a story. This narrative sensibility, combined with the use of a wide-angled lens, gives the campaign a sense of drama on a cinematic scale.
Also starring in the campaign is the dramatic skyline of Madrid itself. The campaign was shot on the rooftop of Casino de Madrid, the luxurious building whose architectural splendour distinguishes it as one of the most important historical buildings in the Spanish Capital. Its origin dates back to the mid XIXth Century, as Loewe itself. The impressive sixth-storey terrace looks out over the city, providing a beautiful backdrop which reflects the inherently Spanish character of Loewe, and which marks a transition from the indoor locations of previous campaigns to outdoor spaces.
Capturing the filmic qualities of both the space and Penélope’s performance were Mert Alas and Marcus Piggott, among the most respected and acclaimed photographers working in fashion today; this is their sixth consecutive season shooting for Loewe. They are regular contributors to all of the most important magazines in the global fashion industry.