Daily Front Row

2012 November 12

Loewe Taps Penélope Cruz as Next Muse

Comments | | Print

Penélope Cruz
Getty Images View Gallery

(NEW YORK) Penélope Cruz is sticking with her Spanish roots with her next fashion foray, landing a three-year contract with Loewe. The star's new gig begins with an appearance in the spring 2013 advertising campaign, which will be shot by Mert Alas and Marcus Piggott and is slated for a January release.

The Madrid-based house was founded in 1846 and has been owned since 1996 by French luxury giant LVMH Moët Hennessy Louis Vuitton. Cruz joins a plethora of mods who have modelled for Loewe, including Gisele Bundchen, Alessandra Ambrosio, Adriana Lima, and Rosie Huntington-Whiteley, but will be the first Oscar-winning actress to make an advertising appearance. As Loewe chief executive officer Lisa Montague sees it, Cruz’s international recognition, not her celebrity fame, is what will help propel the luxe brand into new markets. Next year, Loewe will open its first boutique in Italy along with a flagship store in Shanghai and a refurbishment of the Paris flagship.

This is not the first time Cruz' beauty has amplified a brand's impact: previous campaigns have included L'Oreal, Ralph Lauren, and Mango. In addition to being the face of numerous brands, the actress and sister Mónica Cruz are collaborating with Agent Provocateur on the lingerie label's first diffusion line.