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After their last pop-up teasing their new spring/summer collection, Loewe ditched the suspense and have officially revealed their SS’24 collection on Dubai’s digital billboards and OOH; “Paula’s Ibiza”. A staple brand in fashion wear, Loewe releases their annual drop of summer capsule pieces.

“Capturing the spirit of summer”, as they say on their website, is a mantra that fully encapsulates the collection. From signature handwoven baskets, to raffia totes and printed scarves, the collection manifests the travel destination’s aura of tropical escapism. Inspired by the Balearic Isles, the collection borrows its name from the boutique Paula’s Ibiza was curated to celebrate Ibiza’s bohemian side. 

The visuals encapsulate the collection’s colorful and carefree vibes,  showcasing their boho totes and bags, along with their patterned pieces that shout of summer. With edgy art direction, the creative aspect of the shoot stays true to Loewe’s branding. Featuring scarf dresses, accessories, sandals, and your basic-not-so-basic tops and buttons, this collection is suited for going out in the city, a holiday getaway, or nights out camping at a music festival. 

The campaign revealed the collection in the second week of April, on Dubai’s digital screens and hoardings.