Penelope Cruz named Ambassador for Spanish leather goods house Loewe

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Oscar-winning actress and vogue cover-girl Penélope Cruz has been named ambassador of Spanish leather goods house Loewe, fronting the brand’s campaigns from spring 2013, in a partnership expected to last three years.

She’s Spain’s most famous Hollywood export so it’s no surprise that Penelope Cruz has been chosen as the face of one of the country’s most storied fashion houses, Loewe.

Cruz said of her new role ‘Loewe is an international brand proud of its Spanish roots with a rich history. Its collections are made by Spanish master artisans and I have always admired their work. I feel fortunate to be a part of this project’.

The Madrid-born Oscar-winner has signed a three-year deal to front Loewe’s campaigns, and will make her first appearance in the house’s spring/summer 2013 ads, which have been shot by famed duo Mert and Marcus.

It seems the Oscar-winning actress did not take much convincing to front the Madrid-based company either.
“They approached me and I said yes very quickly because it’s a Spanish brand, and everyone involved is from Spain.
“Although the designer is British, all the work is done in Spain,” she said.

“Penelope Cruz is the perfect ambassador for Loewe,” said Loewe CEO, Lisa Montague. “[She] represents our values of passion, authenticity and excellence.”

The partnership is a natural one for the brand’s creative director, Stuart Vevers – who admits that the 38-year-old has always been a muse of his.

“Penelope’s strong, sensual beauty has long been an inspiration for me as a designer,” he said. “She’s been a constant reference for my ideal of Spanish womanhood since I came to Loewe.”

“I always start with the woman and a character. I find film very useful as a fictional character can be liberating creatively,” he said. “Pedro Almodóvar’s work is a constant reference and Penelope’s characters in his films have often been an inspiration.

It is the latest in a growing line of fashion and beauty ventures for the 38-year-old actress, who is also a spokesmodel for Lancôme and L’Oréal.

Cruz is reported to have been keen to work for a Spanish brand again ever since fronting Mango’s campaign in 2009.