Penélope Cruz has been cast in LOEWE's Spring/Summer 2013 advertising campaign. Dressed in the brand's new collection, she plays Gala, Salvador Dali's wife, whose highly educated and free-spirited spirit captivated numerous surrealists. She is also the inspiration for LOEWE's Spring/Summer 2013 collection. The photographers are Mert Alas and Marcus Pigault, who are working on LOEWE's advertising campaigns for the fifth season. The art director is Riccardo Ruini of the Italian advertising agency REM. Other collaborators include hairstylist Pablo Iglesias and makeup artist Charlotte Tilbury. Following the image of the previous season, the shoot was set against the elegant baroque backdrop of the Palacio Marqués in Villafranca, Madrid, Spain.

Creative director Stuart Vevers commented, "Penelope's powerful and sensual beauty has not only been a source of inspiration for me for a long time, but has always represented the ideal image of the Spanish woman."

LOEWE opened an online boutique in January this year, offering a wide range of leather items for both men and women, including popular models.