The collection celebrates spontaneity, tactile textures and that laid-back hedonism that defines the summer season.
Inspired by the iconic Paula’s boutique – a true symbol of Ibiza’s free-spirited spirit – the 2026 collection strikes a balance between craftsmanship and playfulness. Wickerwork and crochet define a wardrobe that exudes lightness through flowing pieces, organic textures and accessories designed to complement an impromptu summer.
For this campaign, LOEWE has turned to the artist and photographer Jack Pierson, whose aesthetic blends seamlessly with the colourful and joyful world of Paula’s Ibiza. He thus crafts a visual narrative through images that feel like memories – fleeting moments captured from a summer lived with intensity and carefree abandon.
The duality between indoor settings and the natural outdoors, between island getaways and city summers, forms the backdrop. Bodies basking in the sun, bare skin, natural gestures… it all comes together to create a sensuality that is latent yet never forced. Everything takes place on the sand, among the rocks or by the water, reinforcing that constant connection with nature.
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