Penelope Cruz for Loewe Spring 2013

In November, it was revealed that Penélope Cruz would front the Spring 2013 campaign for Loewe. Today we get our first glimpse of the ads which star the Spanish actress as captured by Mert Alas and Marcus Piggott.

Cruz has signed on for a three year deal with the luxury leather goods brand which is based in Madrid. It seems a perfect match with the Oscar-winning actress revealing that she grew up with Loewe.

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

For spring, Stuart Vevers (formerly at Mulberry) has created a collection influenced by Gala Dali, the wife and muse of Surrealist artist Salvador Dali. In the ads, Penélope is photographed toting the fashion house's iconic Amazona bag, originally launched n 1975, plus another design from the new equestrian-inspired Paseo line.

Of course this isn't the first major fashion deal that Penélope has been the face of. She, along with her sister Mónica Cruz, fronted advertising campaigns for Spanish retailer Mango a few seasons back. Additionally, she has also modelled for Ralph Lauren and L'Oréal.

Penelope Cruz for Loewe Spring 2013 campaign

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Source: WWD