Luxury Spanish brand Loewe has unveiled Aura, its latest fragrance for women. Loewe, which dates back to 1846, has been owned by luxury goods conglomerate LVMH since 1996.
The brand unveiled its first fragrance in 1972 with the release of L de Loewe. It was later followed by bestsellers including Aire Loewe, Agua de Loewe, Esencia Homme and Loewe pour Homme, and it is hoped that Aura will follow in the footsteps of its popular predecessors.
The fragrance itself was composed by perfumer Emilio Valeros in cooperation with IFF, and is described as a floral fragrance with accents of fruits and oriental notes. It features a heart of rose otto and base of Australian sandalwood and Atlas cedar.
The fragrance is housed in an art deco style bottle which is wrapped in suede in recognition of the brand’s heritage in leather goods. The ad campaign stars supermodel Linda Evangelista, who has featured in fashion campaigns for Loewe since 1990, shot by Peter Lindwerg.
Aura edp launches in September priced from €66/40ml.
