LOEWE's Summer 2020 Collection Is Here For A Good Cause

LOEWE's Summer 2020 Collection Is Here For A Good Cause

LOEWE's Summer 2020 Collection Is Here For A Good Cause

"The sense of escapism and joy becomes total. As a positive and energizing message, I believe it is very apt for this moment."

"The sense of escapism and joy becomes total. As a positive and energizing message, I believe it is very apt for this moment."

Text: Valerie Stepanova

Sometimes, escapism and daydreaming about the days to come is the only way to get through the downright grim and challenging times. And today, LOEWE is here to help us do just that.

For Summer 2020, LOEWE has once again collaborated with legendary Ibiza boutique Paula's on an eclectic collection filled with nature-inspired prints and nautical elements. Ready-to-wear pieces for men and women are presented alongside a full accessories line that utilizes specialist handcrafted techniques and constructed of natural materials.  

"Craft is the essence of LOEWE, and we interpreted it with a globetrotting sensibility by collaborating with communities of artisans using specialist handcraft techniques and naturally-occurring materials," Loewe's creative director Jonathan Anderson explained. "The sense of escapism and joy becomes total. As a positive and energizing message, I believe it is very apt for this moment."

With this collaboration comes a new limited-edition namesake unisex fragrance Paula's Ibiza — a floral, aqueous and ambery eau de toilette created by LOEWE's in-house perfumer Nuria Cruelles. To coincide with the release, the brand partnered with house friend and photographer Gray Sorrenti to create a hardcover photo book full of images that embody the essence and spirit of the collection that was shot in New Delhi, India. 

To ensure a better future for children in socially vulnerable groups affected by COVID-19, LOEWE decided to donate €40 to educational projects for every product sold in the Paula’s Ibiza fashion collection between May and August 2020 in LOEWE stores and on loewe.com. The luxury label is kicking it off with an initial donation of €500,000 in partnership with Plataforma de Infancia —a Spanish alliance of social organizations that works to protect children and adolescents’ rights— to launch a series of educational programs this summer in Spain aiming to reduce inequality and school dropouts. 

The latest LVMH brand to pitch in to the fight against COVID-19, LOEWE will also be donating 100,000 surgical masks to the Spanish Red Cross and will start producing non-surgical masks in its Getafe factory. The masks are to be distributed to volunteer workers, LOEWE employees and their families. To recap, LVMH is currently leading the way in the global battle against coronavirus, making sizable donations and using its sourcing and logistics power to address medical supply shortages.

The first drop of Paula's Ibiza range is scheduled for a launch on Thursday, April 23. Check out the collection images in the gallery below:

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