Big shades and sunny Balearic optimism in LOEWE-land

What do you think of this funky campaign by Spain's luxury fashion house LOEWE Paula’s Ibiza 2021 collection? It was shot by up-and-coming young photographer Gray Sorrenti, daughter of established snappers Mario and niece of Davide. Featuring a soundtrack by 1980s Ibizan band Locomía, the campaign film aims to project sunny Balearic optimism and escape. Does it succeed? Gray Sorrenti, 21, says of her work: "I want to take a picture of a human being, in their space, feeling who they are. I want them to project their whole self on me so that I can absorb it and give them something that makes them happy. Honestly, I’m traveling around, I’m young, I’m taking pictures of my friends, I’m hanging out, we’re all chilling." LOEWE has undertaken a commitment to promoting crafts and artisanship around the world. This collection includes basket bags woven by craftswomen in collaboration with Corporación Oficio y Arte in Colombia and Project Shamuk in Ecuador, says the fashion house, as well as ready-to-wear fabrics made by artisanal collectives in Burkina Faso, part of the Ethical Fashion Initiative.

Keywords: LOEWE Paula's Ibiza 2021, Gray Sorrenti, Balearics, luxury sunglasses, luxury fashion