Penelope Cruz becomes the face of Loewe

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

“Loewe is an international brand proud of its Spanish roots with a rich history behind,” said Cruz. “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 brand’s creative director, British designer Stuart Vevers, said Cruz’s “strong, sensual beauty” has long been an inspiration and a constant reference for his “ideal of Spanish womanhood”.

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

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