Mert Alas and Marcus Piggott shot Mariacarla Boscono at the historic Ritz Hotel in Madrid for Loewe's fall/winter 2011 campaign. The shoot was art directed and styled by Katie Grand, who felt passionately about the campaign's location: "We felt it was really important that it took place somewhere iconically Spanish. We had considered shooting on the southern coast, but the shoot was scheduled for March – not the best time for the beach. Once we’d decided on the Ritz we moved heaven and earth to make it happen; it was the perfect location, what with its glamorous history and its connection to Loewe." The connection being that Ava Gardner would drink there with Ernest Hemingway in the Fifties and Sixties--both of them were customers of Loewe, which was born in Madrid in 1846.
The campaign, which features a nude Mariacarla Boscono covered strategically by two of Loewe's new Flamenco bags, recalls old hollywood glamour with a touch of voyeurism. The campaign launched Tuesday on Loewe's Facebook page, where they are releasing a new image every day. Click through for the three that have been released so far and a little video that features the new Flamenco.