Penélope Cruz has been named Loewe's new face and will appear in the legendary house's spring/summer 2013 advertising campaign photographed by Mert Alas and Marcus Piggott.

Penélope Cruz has been named Loewe's new face. Well, it seems that the beautiful 38-year-old 'Vicky Cristina Barcelona' actress signed a three-year gig with the legendary Spanish brand and will star in their spring/summer 2013 advertising campaign photographed by Mert Alas and Marcus Piggott.
Speaking about their choice, Lisa Montague, Loewe's CEO, said that Cruz is perfect to represent the house. "Penélope Cruz is the perfect ambassador for Loewe. [She] represents our values of passion, authenticity and excellence," Montague explained. "Working with an Oscar-winning actress with international recognition will be impactful. I see it as a major step forward," Montague added.

The brand's creative director, Stuart Vevers, said that her beauty inspired his creations. "Penélope is Spain's most famous woman. For us to collaborate feels right and natural," the British-born designer says. "Penélope's strong, sensual beauty has long been an inspiration for me as a designer. She's been a constant reference for my ideal of Spanish womanhood since I came to Loewe."

Well, in order to emphasize the significance of their decision, Lisa Montague confesses that, "It was specifically Penélope we wanted, rather than working with a celebrity."

As for the 'To Rome with Love' actress, who also appeared in ads for L'Oréal, Mango, Ralph Lauren, and Lancôme, she reveals that she feels lucky for this opportunity. "Loewe is an international brand proud of its Spanish roots and with a rich history," 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."

Penelope Cruz Becomes New Face of Loewe

Photos courtesy of WWD, Vogue US