Luxury Spanish fashion house reveals new partnership to ‘signify better times ahead’.
Paula’s in Ibiza – a boutique that became synonymous in the 1970s as an international hub for the hippie lifestyle and its signature floral garments – is providing the backdrop to a new partnership between luxury Spanish fashion house Loewe and Smiley looking to signify better times ahead.
For this summer, Paula’s has dropped a selection of clothing and accessories in fluorescent shades of yellow, green and orange to create a rave-y inspired summer collection including long-sleeved tops, sunglasses and jewellery.
Many of the pieces feature Smiley icons – outlined in mosaic on t-shirts tie-dyed in bright pastels or contrasted against black and white, dripping down in threads on an oversized jumper or as buttons on a formal white shirt. There is also a secret Smiley in marguerite lace, with the symbol woven into the sleeves of an asymmetric shirt and throughout a floaty sleeveless maxi dress.
Meanwhile, accessories will include basket bags woven from palm leaves, a mosaic bag in neon yellow and a small Gate Pocket bag and a Heel Pouch.
“This colorful capsule is all about optimism, elevated to an nth and captured in immediate objects,” said Jonathan Anderson, creative director at Loewe. “It is about sharing values as a community, most of all: an invitation to look together to brighter days ahead.”
Michaela Fass, svp fashion at Smiley, added: “This collection brings a timely reminder that we need more freedom and love today.
“The Paula’s drop is an authentic reflection of Loewe’s roots in artisanal craftsmanship, a nod towards the enduring hotbed of Ibiza subcultures and a joyous, luminous and uplifting range to increase positivity in these times.”
Smiley has also featured front and centre for the launch, with a full-scale retail activation, digital support and a high profile PR and influencers campaign.
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