This season I wanted to capture that sense of letting go and extatic abandon into a fragrance. Yes, a
fragrance: something volatile and fickle, just like a breeze. I like this transitory feeling: it reminds me
of the sun-kissed summers I spent in Ibiza as a teenager.
Abandon knows no rules or borders, thereafter our fragrance is irreverent and sun-drenched as it is
universal. Floral, aqueous and ambery, it’s a perfume for both men and women, which I worked on with
LOEWE’s in-house perfumer Nuria Cruelles.
Coconut water is layered with bright green galbanum and Madagascan mandarin oils upon heart notes of
driftwood, sand lily and frangipani flowers, with vanilla absolute and Sulawesi patchouli oil combined with
the warm ambergris to form a soft, sultry base.
Ultimately, it is a spontaneous and carefree composition: escapism, bottled. And what a bottle: a rainbow
ombrè cylinder with a sky blue top, contained in a cylinder box featuring one of Paula’s
founders Armin Heinemann and Stuart Rudnick iconic prints of mermaids swimming amongst red corals, seaweed
and sea horses.
For the accompanying image, I worked once again with Gray Sorrenti. We usually shoot images outdoors in
free-wheeling gonzo style —we shot Paula’s new campaign in the streets and on the roofs of
Delhi, in fact— but we switched to the studio environment. Against a white backdrop, models Mona
Tougaard and Fernando Lindez tie in a gentle and warm embrace, as a reminder of the free-loving ethos which
is so typical of Ibiza.
With the addition of a fragrance, Paula’s Ibiza sense of escapism and joy becomes totalizing.
The message is simple, direct and uplifting.