Paula’s 50th anniversary

In 1972 Armin Heinemann opened a boutique in Ibiza Old Town. Paula’s became a cult store famed for its joyful clothes. Decades later, LOEWE creative director Jonathan Anderson discovered vintage Paula’s pieces and the brand was reborn.

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Vibrant artisanal prints, inspired by the flora and fauna of Ibiza, were central to the Paula’s aesthetic. Today original prints and innovative materials are combined with LOEWE savoir-faire.



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Armin infused Paula’s with his unique sensibility and the creativity and community of island life. This year he celebrates his 80th birthday.



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The hedonistic joy of an endless Ibiza summer
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With its liberating shapes and uplifting prints, Paula’s symbolises individuality just as LOEWE celebrates craft and new materials.

Discover more of Paula’s SS22

Explore our new collection of ready to wear and accessories.