Kevin Abstract is so babygirl in Loewe’s new campaign

It’s Monday morning and the start of yet another gorj work week, meaning we can all probably do with a lift to see us through until Friday rolls around again. Step forward, then, Kevin Abstract, who was just revealed as one of the faces of Loewe’s annual Paula’s Ibiza campaign. 

The Brockhampton star turned solo musician is giving pure babygirl in the new series, captured in a line-up of images which see a succession of tropical butterflies land on his face as he beams into the camera – like, Snow White who?

The campaign was captured by Loewe creative director Jonathan Anderson’s longtime collaborator Gray Sorrenti, and also features appearances from musicians Young Miko, TAEYONG from K-pop band NCT,  070 Shake, and Irish actor Alison Oliver, aka Saltburn’s Venetia and star of that vampiric scene.

The collection itself taps into the OG spirit of Paula’s Balearic boutique, with easy-to-wear shorts, fine-gauge knits, big baggy striped tees, and scarf-print slip dresses that pay homage to the store’s 70s heyday featuring heavily. Naturally, the accessories are as covetable as ever, with the classic Puzzle bag given an update in zingy summer colours and directional sunglasses all on the line-up. 

Plus, Loewe continues its mission to give back, with a proportion of  every basket bag sold going to the communities that stitch them together – the funds this season will be funnelled into scholarships in Colombia, artisan training in Madagascar, and relief for those affected by the Moroccan earthquake of 2023. 

Check out the full campaign in the gallery above.