On Friday, Jonathan Anderson and Mytheresa took over L.A. party palace the Sheats-Goldstein residence to bring a touch of island life to Beverly Hills, celebrating the newest Loewe Paula’s Ibiza collection.

Gabrielle Union and Dwyane Wade, Dan Levy and Kaitlyn Dever got here wearing denim, sunset-hued degrade and palm-frond tops for the resort party, which was time zones away from where the beach lifestyle brand was born off the coast of Spain in 2017, and proof of its ability to travel and grow.

The primary two years of the brand’s growth were “explosive,” with sales tripling every 12 months, in accordance with Loewe chief executive officer Pascale Lepoivre. “Once it reached scale, sales have continued to grow at 30 to 35 percent annually. Consequently of that we’ve consistently increased the variety of doors featuring the gathering, which currently stands at 167 worldwide,” she told WWD.

Coming to L.A. this 12 months to have fun Paula’s was a natural since in November Loewe opened its first store on Rodeo Drive, now the number-two door within the U.S.

The event also marked a partnership with Mytheresa, the German luxury e-commerce player that’s been growing rapidly within the U.S..

“These events serve multiple purposes; it’s a chance to ask our greatest customers to attend an event where the designer is present, that’s a rare occasion…And we all know our heavy spenders love the chance to dive into the style industry,” said Mytheresa chief executive officer Michael Kliger. “Second purpose is to create awareness and amplification. We would like as a team for Loewe and Mytheresa to be talked about, to be seen, and we hope to have help with media, celebs and social media. And third is we’ve got a long-standing partnership with Loewe, we’ve got worked with Loewe and Jonathan’s own brand on campaigns and events, so we felt, hey, let’s have fun.”

Loewe is considered one of Mytheresa’s top five selling brands worldwide, and Paula’s Ibiza offers novelty at a 30 percent cheaper price point, with shorts, sandals, swimwear and other dressed-down pieces like rose-printed cropped cardigans and jeans, in addition to accessories like anagram-logo raffia bags and leather seahorse bag charms, plus home and body fragrances with coconut musk and other summertime notes.

It was Anderson’s idea to achieve out to the founders of the by-then defunct Paula’s Ibiza boutique, Armin Heinemann and Stuart Rudnick, for a capsule collection, using their artwork on his pieces. The shop was a bohemian hotspot on the island within the the ’70s and ’80s, when it welcomed everyone from Freddie Mercury to Jean Paul Gaultier, to a young, vacationing Anderson. The partnership was successful from the primary collection out in summer 2017, and the connection developed to the purpose where it became an annual collection.

“It’s an awesome entry point into the brand because it portrays a contemporary Spanish lifestyle, craftsmanship through basketry, and has a deep connection to music culture, as you possibly can see from this 12 months’s campaign which features Karol G and Bad Gyal, amongst others,” noted Lepoivre.

“The [stock keeping unit] count has almost doubled and we’ve got significantly increased the variety of categories to incorporate pouches, animal bags, fragrance, sunglasses, swimwear and lifestyle accessories,” she said.

The brand has driven awareness through pop-ups (at Neiman Marcus in Dallas and Bergdorf Goodman in Latest York, amongst others this season), recruiting recent customers as Loewe expands its own store network.

The largest demographic buying is of their 30s, and the 18-to-24 age group is the fastest growing customer year-on-year, Lepoivre said, noting this 12 months’s top seller has been the brand new Loewe Font Tote, a raffia bag that retails for $1,100 and up.

But Paula’s Ibiza isn’t a diffusion line. “It has the identical level of craft and quality as our other collections and incorporates many intricately crafted leather pieces in ready-to-wear bags and accessories. On this 12 months’s collection for instance we’ve got the leaf dress in nappa created using our intarsia technique,” she said.

While the range is popular with existing clients, “Paula’s Ibiza definitely drives customers to our other collections. From the clients whose first purchase was Paula’s in 2021, almost half of them are engaged with our brand now and have bought ready-to-wear and ladies’s bags,” the chief said.

Lepoivre wouldn’t share how much of Loewe’s overall business Paula’s represents, but did say the investment within the brand is ongoing. “We acquired the Paula’s Ibiza trademark and the archives from the founders after collaborating for a number of years,” she said, adding that the design team does run the collections by Heinemann and Rudnick before they’re launched.

Paula’s also has a charitable aspect befitting Loewe’s overarching support of craft through its prize program and other initiatives.

Woven raffia Font Totes and Iraca palm bags are the brand’s hero accessories, and for each one sold, Loewe donates 15 euros to the local communities who hand-make them.

“Our baskets specifically are crafted by artisans all over the world and it’s essential for us to support those local communities who’re making these products by hand,” Lepoivre said, explaining the collaboration with children’s rights organization Plataforma de la Infancia. “The donations we make will help create a university scholarship program for the kids of artisans in Nariño, Colombia, and construct a craft training school in Antananarivo, Madagascar.​”

The Paula’s Ibiza brand has also helped elevate the business of resort fashion, which has gained a better profile lately due to luxury brands’ globetrotting runway shows, in addition to the success of transporting resort-only fashion concepts like Zimmerman and others which have blossomed into full-fledged lifestyle brands.

“[Jonathan] began it, it wasn’t his intention, it was his intention to have fun his experience,” said Kliger. “In hindsight he was way ahead of everyone else.”