Penelope Cruz becomes the face of Loewe

Actress has signed 3-year deal to front campaign

She's Spain's most famous Hollywood export so it's no surprise that Penelope Cruz has been chosen as the face of one of the country's most storied fashion houses, Loewe.

The Madrid-born Oscar-winner has signed a three-year deal to front Loewe's campaigns, and will make her first appearance in the house's spring/summer 2013 ads, which have been shot by famed duo Mert and Marcus.



"Loewe is an international brand proud of its Spanish roots with a rich history behind," 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."



The brand's creative director, British designer Stuart Vevers, said Cruz's "strong, sensual beauty" has long been an inspiration and a constant reference for his "ideal of Spanish womanhood".



"I always start with the woman and a character. I find film very useful as a fictional character can be liberating creatively," he told WWD . "Pedro Almodóvar's work is a constant reference and Penelope's characters in his films have often been an inspiration."



It is the latest in a growing line of fashion and beauty ventures for the 38-year-old actress, who is also a spokesmodel for Lancôme and L'Oréal. Just a few weeks ago it was revealed that she and her younger sister Monica have teamed up with luxury lingerie brand Agent Provocateur to design a diffusion line, L'Agence, and she has previously designed for Spanish high-street chain Mango.



By Bibby Sowray, Telegraph.co.uk

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