Mert Alas & Marcus Piggott photographed the Spring Summer 2013 campaign of Loewe, featuring actress Penelope Cruz and model Caio Cesar (congrats on your first major campaign!), at the Palacio Marqués de Villafranca in Madrid.
A key reference for the spring collection and campaign is Gala Dalí, the wife and muse of Surrealist artist Salvador Dalí, chosen for her strong and passionate character.
Penelope Cruz signed a three-year deal to front the Madrid-based house, founded in 1846 and owned since 1996 by French luxury giant LVMH Moët Hennessy Louis Vuitton. The Oscar-winning actress said she grew up with Loewe, and in the ads she wields its Amazona bag, originally created in 1975, plus one from its new equestrian-tinged Paseo line.
The campaign was art directed by Riccardo Ruini, and styled by Joe McKenna. With Pablo Iglesias responsible for the hair and Charlotte Tilbury on the make up.
Click the links to view past campaign images of Loewe: Fall Winter 2012, Spring Summer 2012, Fall Winter 2011 (here for Andres Velencoso Segura‘s images), Spring Summer 2011, Fall Winter 2010, Spring Summer 2010, Fall Winter 2009 and Spring Summer 2009.
Images via TFS.