Thursday, 27 December 2012 14:47 | By Lena Kamarudin

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Penelope Cruz, Loewe Spring Summer 2013

From left: Penelope Cruz, Loewe Spring/Summer 2013

Star Branding

“Penelope is Spain’s most famous woman. For us to collaborate feels right and natural,” says British-born creative director of Loewe, Stuart Vevers, of Oscar-winning actress Penelope Cruz who recently inked a three-year deal with the 166-year-old Madrid-based house. She will make her first appearance in Loewe’s Spring 2013 ad campaign shot by Mert Alas and Marcus Piggott. The brand’s chief executive officer Lisa Montague adds that Cruz’s star quality would help elevate the brand — Loewe plans to open its first boutique in Rome’s Piazza di Spagna. It also plans to refurbish its Avenue Montaigne Paris flagship store slated to re-open next spring. And, in Asia, Loewe will open a store on Nanjing Road West in Shanghai in the second half of 2013.

(Continued): Taylor Hearts Keds

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