Penelope Cruz smoulders for Loewe

The campaign is inspired by Salvador Dalí's wife, Gala

The first instalment of Penelope Cruz's ambassadorship for Loewe has been unveiled, and it's every bit as smouldering as we were expecting.

Shot by famed photography duo Mert Alas and Marcus Piggot and styled by Joe McKenna, the spring/summer 2013 campaign is inspired by Gala Dalí, the wife and muse of Surrealist artist Salvador Dalí.



The storied Spanish fashion house, which is helmed by British designer Stuart Vevers, announced Cruz as their spokeswoman in November 2012, saying the Oscar-winning actress' "strong, sensual beauty" had long been an inspiration and a constant reference for Vevers' "ideal of Spanish womanhood".



"It's a really, really Spanish brand. It has always taken inspiration from the Spanish tradition, Spanish culture and Spanish history," Cruz told WWD of her appointment.. "I'm really proud to be working with a brand where everything's done here and almost everybody is Spanish."

It's not the only fashion project Cruz has got up her sleeve - later this year, the Spanish actress will unveil a new Agent Provocateur diffusion line, L'Agent, which she has designer in collaboration with he younger sister Monica.

By Bibby Sowray, Telegraph.co..uk

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