Paula’s in Ibiza provides the backdrop to a new partnership between luxury Spanish fashion house Loewe and Smiley
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 – provides the backdrop to a new partnership between luxury Spanish fashion house Loewe and Smiley to signify better times ahead.
Loewe Creative Director Jonathan Anderson said, “This colorful capsule is all about optimism, elevated to an nth and captured in immediate objects. It is about sharing values as a community, most of all: an invitation to look together to brighter days ahead.”
For Summer 2020, 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: long-sleeved tops, sunglasses, jewellery. Many of the pieces feature Smiley – the enduring antidote to the bad news and an icon for decades of creative subversion by the worlds most celebrate artists: 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; turned into a pattern on a shirt with matching swimming shorts or as buttons on a formal white shirt. There is even a secret Smiley in marguerite lace, with the symbol woven into the sleeves of an asymmetric shirt and throughout a floaty sleeveless maxi-dress.
On accessories, fluorescent color gets even bolder. Basket bags woven from palm leaves and a Slit bag embellished with an oversized yellow patch pocket. The Mosaic bag comes in neon yellow and the Balloon in neon yellow leather and woven raffia. On a small Gate Pocket bag and a Heel Pouch, there is the Smiley, as big as the bag itself.
Michaela Fass, SVP Fashion at Smiley, said, “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 featured front and center for the launch, with a full-scale retail activation, major digital support and a high profile PR and influencers campaign.