Ladies and gents, please make way for our Luisa Beach special little universe, created by Loewe!
The seventies were defined by many things, but nothing really shaped Ibiza’s hippie chic vibe like Paula’s, a boutique unmatched in style and concept, unlike anything before it. Starting in 1972 and all the way until 2000, this shop on Calle de la Virgen in Ibiza’s old town was the center of the social, cultural, and stylistic revolution that took place here, as well as the days of maturity that followed. More than a cult shop, Paula’s represented a way of life.
The two people behind this creative revolution were Armin Heinemann and Stuart Rudnick, an architect and designer respectively, who decided to leave their cozy lives behind and move to Ibiza where they started hand printing materials and creating clothes for friends. Their little shop, Paula’s, soon became the most influential corner of the island, trespassing borders and changing the way people saw fashion around the globe.A unique atmosphere and interior, extravagant, irregularly occurring shows and above all trademark prints, which materialized the ethos of a freedom-obsessed culture, made up an instantly recognizable fashion I- D.
This year, for the second time in a row, Loewe pays tribute to the fascinating story behind Paula’s, carrying some of its unique prints in new, contemporary manner, envisioned by creative director Jonathan Anderson in his quest to celebrate summer in all its glory. Luisa Beach has dedicated a special, pop up corner to this amazing collection and, to celebrate, we managed to ask the fascinating founder of Paula’s, Armin Heinemann, a few questions:
INTERVIEW WITH ARMIN
Can you give us a mental picture of what Paula’s was like back then?
The creativity of Paula’s as well as the free spirit of the Ibiza people in the 70’s was born out of suffering.
Nowadays, where do you believe one can find the same vibe you did in Ibiza back then?
You cannot go back in time. You can only go ahead, hoping that your sufferings of today will enable you to accept your creativity of tomorrow.
Can you think of a print that best suits the island of Mykonos?
The Mermaid print of this year’s collection fits the Mediterranean feeling of Mykonos.
What are the elements that you found in Loewe that made up this very successful marriage?
LOEWES’s perfect structure and organization together with Jonathan Anderson’s sensitivity are the guarantee for this successful collaboration.
How relevant is the flower power movement that ignited Paula’s, in today’s world? In today’s digitized fashion industry, what does a
collection of prints made so many years ago, by hand, bring? Is it about touching base with ourselves?
The flower power movement is history. Authentic handmade flower
prints have the power to remind people that we are all part of the magic
of nature.
