Penélope Cruz Fronts for Loewe Campaign

Penélope Cruz smolders as the star of the the spring Loewe campaign, shot by Mert Alas and Marcus Piggott. Shot in Madrid, a major influence of the spring collection and campaign is Gala Dalí, the wife and muse of Surrealist artist Salvador Dalí, chosen for her strong and passionate character. Who better to embody strength and passion than Penélope Cruz?

WWD reports the ads break Thursday on Style.com and loewe.com. Then the campaign debuts in print in Vogue Japan later this month. Expect to see Cruz's gorgeous face on billboards in key cities where Loewe operates stores, starting in Spain the week of Feb. 6.

Cruz signed a three-year deal to be the face of the Madrid based company, founded in 1846 and owned since 1996 by French luxury giant LVMH Moët Hennessy Louis Vuitton.

"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."

Photo By Mert Alas and Marcus Piggott