Ama Lou is a globetrotter. Living between LA and London, and often travelling for work in between, the British singer-songwriter most recently landed on the Balearic island of Ibiza. You see, Ama is somewhat a brand ambassador for Loewe, a favourite of creative director Jonathan Anderson (as well as Drake and Jorja Smith; the former proclaimed her his muse in 2018 and she went on tour with the latter the same year). She arrived in town for the launch of Loewe’s latest drop of Paula’s Ibiza, the line that Jonathan created in 2016 to speak to the Spanish island’s bohemian sun-drenched sense of style. It is a partnership with Armin Heinemann’s world-renowned boutique, Paula’s, which was established in 1972 in the heart of Ibiza’s Old Town, taking cues from the era’s hippie revival and the colourful, vibrant ethos that has attracted visitors for decades.
The real occasion, however, was Loewe’s takeover of the iconic Las Dalias market, a space that began as a bar on the side of the road in the 1950s, and subsequently grew into a Saturdays-only hippie market in the mid-1980s. There were stalls selling Loewe wares, of course. Honeysuckle and marijuana-scented candles, towering installations of straw baskets with those distinctive leather tabs, and trippy sunglasses for venturing into the conveniently located nightclub next door. But there were also the local vendors who make it so unique: dreadlocked hippies selling mushroom chocolates, handmade kaftans, and shamanic jewellery. Perusing them was a guest list that included Anok Yai, Paul Hammeline, Ziwe, and Richie Shazam. Ibiza … via Paris, London, and New York!
Anyway, it was the kind of moment you had to be there for. Which is why we asked Ama — a preternaturally-gifted creative, as evident through her playful music videos and agile vocals — to take us inside her whirlwind weekend under the Ibizan sun, hanging out with an international motley crew of models, actors, and artists united by a love for Loewe’s tie-dyes and neon-hued basket bags. Hence why you might spot i-D cover star Mona Tougaard hanging out with Ama on her bed, or photographer Gray Sorrenti and TikTok’s Devin Halbal frolicking on the island’s rocky beaches. Ama even wrote us a little poem to kick off proceedings: “Loewe Ibiza weekend / Pictures speak 1,000 words / And I usually speak none / So I’ll let the visuals visual / And let your imaginations of what it was like… / Be gone.”
