# Moodily Elegant Handbag Ads The Loewe Fall 2013 Campaign Stars an Sophisticated Penelope Cruz By Meghan Young | Published 2013-07-04 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/loewe-fall-2013 References: [fashiongonerogue](http://www.fashiongonerogue.com/penelope-cruz-returns-for-loewe-fall-2013-campaign-by-mert-marcus/) & [loewe](http://www.loewe.com/) There is a slight moodiness to the Loewe Fall 2013 ad campaign that can largely be attributed to the dark stormy skies and gothic backdrop. Shot on location on the rooftop of Casino de Madrid in Spain, the photoshoot channels the designs of the handbags being showcased beautifully. Each purse may have its own personality, but they share a chic mysteriousness that is made for femme fatales. The Loewe Fall 2013 ad campaign was shot by photography duo Mert Alas and Marcus Piggott and stars actress Penelope Cruz, who brings an even more exotic feel to the images. Nevertheless, paired with vibrantly colored gloves, it is the handbags that will turn heads. The campaign showcases Amazona, Loewe’s signature bag, and the Amaya, which is the label's new take on its Flamenco design. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 59% | Activity: 41% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Moodily Elegant Handbag Ads:** Opportunity for disruptive innovation in luxury fashion advertising by incorporating moodiness and gothic elements into campaigns. ### Where This Applies - **Luxury Fashion:** Disruptive innovation opportunity in creating handbags with a chic mysteriousness suited for femme fatales. ## Related on Trend Hunter - [Iconic Stylish Bag Campaigns](https://www.trendhunter.com/trends/fendis-summer-2025-campaign.md) - [Star Studded Luxury Campaigns](https://www.trendhunter.com/trends/star-studded.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Actress-Backed Handbag Collections](https://www.trendhunter.com/trends/galleria-handbag.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Star-Studded Fashion Collections](https://www.trendhunter.com/trends/winter-2025-campaign.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [High-End Beauty Campaigns](https://www.trendhunter.com/trends/la-beaut-louis-vuitton-campaign.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md)